The Lynx Academy sponsored by Leo Burnett is a chance for students to learn from advertising professionals during the Dubai Lynx Festival. At the end of the programme they are given a brief to present to the agency.

1. youth is wasted on the young

2. Problem/Challenge
Brita wants
UAE market behavior
bottled water filtered tap water

3. Brita is
Cheaper
Cleaner
More Environmental Friendly than bottled water.

4. Facts and numbers
According to a report of the World Wide Fund for Nature (WWF), roughly
1.5 million tons of plastic are expended in the bottling of 89 billion liters of
water each year.
In the United States, plastic used to create bottles uses an estimated 15 mil-
lion barrels of oil annually
Most bottled water is consumed away from home, usually at a park, in an
office or even while driving — areas where there›s usually no recycling
The opportunities for recycling outside the home are minimal
40 million bottles a day go into the trash or become litter
The recycling rate for plastic bottles is around 30 percent.
1 filter replaces 150 plastic bottles.

5. Approach
Purely environmental

6. Campaign brief/strategy
Market Background
Founded in 1966
Philosophy: -Improve the quality of their tap water
-A symbol of power and clarity
-Movement and regeneration
-Life itself
Products: Household water filter systems & cartridges
-Jug water filters
-On Tap water filters
-Water filter dispensers
Competition: Bottled Water such as Perrier, Arwa, Aquafina,
Nestle, Masafi
Buisness Objective: a world where drinking water of the
highest quality is always available to everyone.

7. Advertising Objectives: Get people to drink Brita filtered water instead of bottled
water; create a bigger market share
Target audience: -Youth (Tweens)
-Government
-Distributors
-Media
Media: -Social Media
-Public Relations
Brand Promise: Innovative products and solutions that enable people to experience
the best possible drinking water according to their individual needs.
Support to proposition: Credibility through UN
Tone of Voice: active, casual, friendly, familiar, credible, trustworthy

8. Goals
Create an on the ground project that will push young students to
change their behavior and call out for action.
Create an emotional relationship between brita and the students
Show interest in the youth and make them take part of the brand
Create an act of mass participation
Create a community for students to feel motivated, inspired, influenced
and influential
Create awareness about the brand itself which is a new product
category in the UAE
Create an intersection between entertainment and advertising
Create contagious energy and excitement
Benefit from social networking
Call out for governmental support
Create an energy that will last: through the installation that can be
taken back to campus and through the Facebook page and website

9. Tittle of the project
Message in a bottle
(selling line)

10. Phase one
11th September - 25th September
Challenge the government
Contact restaurants and venues
Offer students a platform to express themselves
Call industrial countries to send all their plastic bottle trash to us.
Create one of the biggest art installations for plastic bottles in Dubai

11. Phase two
25th September - 8th October
Students will create their art pieces from all the plastic bottles we collected
While they are creating their art pieces no media access will be allowed
Students will be encouraged to tweet about their progress and experiences.

13. Phase three
9th October - 15th October
The Exhibition will be open to the public and the media
Inviting art professors and artist from around the emirates asking them to volunteer
in crystallizing the work of the students.
We will be inviting the most influential people in the UAE for the opening ceremony.
We will then inform that to vote for an art piece, the voter shall sign the petition to
install more Brita water fountains around the emirate.

14. Phasefour
After 15th of October
The art team of 5 that got the most votes will travel to Germany to meet a
well known artist as well take part in his or her exhibition.
The art pieces will be placed around the UAE branded by Brita.
We will collect the results of the petition & plead the government for the
water fountains.
The art pieces will be exhibited on our website.

15. Student message
Feeling Bottled in?
Well, tell me about it!
We shall join forces & attack the bottle-ness
Form a team of 5 & apply on our Facebook page “Brita”
Then show up on the 25th of September & embark on the journey
The journey that will transform plastic bottles into expressive art pieces
We will win the fight hand in hand, one bottle at a time
The best art piece voted by the art exhibition attendees will embark on
another journey
A journey to Germany to work in an exhibition with a top artist

16. Mass message
I travelled the 7 seas hoping to get to you;
More like the 7 oil stains on earth!
Plastic water bottles are ruining my journeys,
And they shall be sent to doom on Oct 9th till 15th,
They will be showcased as art pieces in an art gallery of its kind in Jam Jar,
Send the message to your friends, not using a bottle,
But our Facebook page “Brita”

17. Thank you