The document proposes a viral video showing a frog trying to escape harsh conditions in non-Rainforest Alliance certified coffee growing areas and ultimately finding refuge in a Rainforest Alliance certified location. The 5-10 minute video would follow the frog's journey set to uplifting music and highlight the poor conditions of non-certified farms. It would be posted online to promote Rainforest Alliance certification and encourage colleges to drink more certified coffee by offering the frog as a prize.
1 of 1
Download to read offline
More Related Content
FROGGIE
1. THE IDEA:
A VIRAL VIDEO THAT NO ONE REALIZES IS SPONSORED BY RAINFORST ALLIANCE. IT
SHOWS A FROG TRYING TO ESCAPE THE HARSH ENVIRONMENT OF THE NON RAINFOREST
ALLIANCE CERTIFIED COFFEE GROWING AREAS.
THE CHRONOLOGY: THE VIDEO WILL BE ANYWHERE FROM 5 TO 10 MINUTES. IT WILL
BEGIN WITH THE FROG IN AN AREA THAT IS MADE TO SIMULATE A RAINFOREST. THE
FROG IS ABOUT TO DIE FROM EXPOSURE TO THE PESTICIDES THAT NON RA CERTIFIED
COMPANIES USE. IT HAS A PLAN. IT ESCAPES. THROUGH THE ESCAPE, THE FROG SHOWS
THE AUDIENCE THE HORRIBLE CONDITIONS OF THESE COFFEE PLANTATIONS. THE
DESTINATION WILL BE A RAINFOREST ALLIANCE CERTIFIED COFFEE LOCATION. THE
WHOLE JOURNEY WILL BE SET TO MUSIC SIMILAR TO THE ONE USED IN THE GOODZUMA
AD. IT WILL BE POSTED AND PROMOTED ALL OVER THE INTERNET.
THE COLLEGE ANGLE: THE COLLEGE THAT DRINKS THE MOST RAINFOREST ALLIANCE
CERTIFIED COFEE WILL WIN THE FROG
