AIRBUS
OBJECTIVE:
DRIVE ADVOCACY
THE BRIEF:
KEEP DISCOVERING THE COSMOS 💫
1 year after Discover the Cosmos. We’ve got talkability. Excitement. Momentum. The first campaign did a great job at starting the conversation, now we want to continue it.
NB. SPEC WORK PROJECT
THE INSIGHT:
Airbus’s exciting work is still often only visible to a narrow, often specialised audience. We need to break even further out of the boundaries of online channels and show we’re as exciting a place to work as Facebook and Google.
THE STRATEGY:
As a broad brand awareness campaign, we need to be part of the conversation in communities, part of culture. To do this we need to reach people in ways and places they interact with every day, rather than expecting them to come to us.
MY ROLE : STRATEGY | NARRATIVE | CONCEPTING | CREATIVE
With a simple shared love, we had the perfect partner in mind. Mars. At the time, freeze-dried sweets were a social sensation trending all over TikTok (#spacesweets 2.9M, #snackstiktok 24.9M, #freezedriedsweets 55.6M). Tapping into this trend we’d partner with Mars to create a limited edition freeze dried chocolate bar with astronaut-approved packaging and proceeds donated to fund STEM scholarships. All amplified with influencer content, strategic placement and TikTok shop.
SOLUTION #1:
AIRBUS GOES TO MARS
34% of autistic young adults study a STEM subject, but only 22% of people with autism are currently in any form of employment. This is a huge talent pool we want to be supporting. We would start our mission with a partnership with Harry Specters, an autism-supportive chocolate making company whose mission is to empower autistic adults. Creating limited edition freeze dried chocolate bites (astronaut approved) to raise awareness of our work in space, and proceeds going to STEAM scholarships to support those with autism.
