Page 4 - AA3 Boklet

Creative briefing

BACKROUND
▪ We are ‘Taste of Amsterdam’, a food festival where people can try out a variation of drinks and
different delicious dishes and we are making a poster to inform our target group about our
collaboration with Urban Street Forest. We are planting trees, holding fun activities in the park and
donating the profits to Urban Street Forest.

▪ Urban Street Forest is an organisation that helps children learn about trees while planting them.

OBJECTIVE

Our objective is to inform people about the collaboration with the organization called Urban Street
Forest

By doing that we aim to:

- Increase awareness about the issues resolving around the mass loss of trees across the world

- Make sure that people who want to help the cause attend and participate in not only the activities
presented by ‘Taste of Amsterdam’, but also the extra activities we have planned (planting trees, teaching
people the values of sustainability etc.)

TARGET AUDIENCE

1. Target audience/age group: Children above 10 and elders in their 50s (10-50 years old).

2. People who are in the restaurant, hotel and catering industry.

3. People who value sustainability and want to do more for the planet

4. People who simultaneously pay attention to physical posters and are active on different social
media platforms

PROMISE

We can promise our attendants that they can try out great food from renowned chefs at the event, thus
supporting the cause of tree planting by partaking in fun activities and donating to the cause.

SUPPORT YOUR PROMISE
All the profits from the activities go to Urban Street Forest.

KEY MESSAGE
Our key message is “You can have fun and help the planet” - people can enjoy delicious food, while
doing a lot for the environment, simply by planting a tree or donating extra to the cause of Urban Street
Forest

TIMING AND PARAMETERS
The poster is the standard A3 format and is to be spread across different social media platforms, and on
busy places (on the street, bus stops and train stations in the Netherlands).

Date of promotion: 4-04-2020 till 29-05-2020
The event will be held from 25-5-2020 till 29-05-2020