Team A\'s Ad Strategy for the BayROC reusable bag ad campaign.

1. Advertising Strategy
TEAM A
Make it a Habit and Grab it!
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The New
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“It” Bag
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Is Your
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Reusable
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One!
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environmentprotectionstylereusable
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environmentprotectionstylereusable
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environmentprotectionstylereusable
reusablestylishdurablecolorshape
environmentprotectionstylereusable
reusablestylishdurablecolorshape
environmentprotectionstylereusable
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Make It A Habit & Grab It!
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bayarearecycling.org
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environmentprotectionstylereusable
The Advertising Strategy Report will summarize the
findings of Team A!s marketing research. Compiled
in this document, are results from secondary and The Marketing Team
primary sources to help the marketing team discover Anna Aggeryd,
Carolyn Hom,
the impact of reusable bags on the target market!s Christina Mott,
Dallas Tillman,
everyday lives. Following data collection, the Nadzeya Nuselnikava,
marketing team developed a creative brief for the Paul Ward
production team. From there the production team The Creative Team
generated concepts for BayROC!s advertising Chris McDougall,
Sarah Mendoza,
campaign to encourage the use of reusable bags. Crystal Marie Mitchell,
Jose Ramirez,
Elliot Roe,
John Romo,
Jeremy Wesler-Buck,
Teri Yan,
Rosanna Yung

2.
Table of Contents
I. THE PROBLEM 3
A. THE KEY FACT 3
B. ADVERTISING OBJECTIVES 3
II. THE CREATIVE PLATFORM 4
A. THE ISSUE: USING REUSABLE BAGS 4
1. THE FACTS ABOUT REUSABLE SHOPPING BAG USAGE 4
2. CONSUMER PERCEPTIONS OF THE FACTS ABOUT DISPOSABLE BAG USAGE 5
B. THE TARGET AUDIENCE 6
C. THE “COMPETITION” 7
D. THE MOST COMPELLING BENEFIT WE CAN OFFER TARGET CONSUMERS FOR REMEMBERING TO USE THEIR
REUSABLE BAGS ON EVERY SHOPPING TRIP 8
E. WHY SHOULD THEY BELIEVE THIS? 8
F. TONE 9
III. THE CREATIVE BRIEF 10
A. WHY ARE WE ADVERTISING AT ALL? 10
B. WHO ARE WE TALKING TO? 10
C. WHAT IS THE SINGLE MOST COMPELLING IDEA WE NEED TO COMMUNICATE TO THEM? 10
D. WHY SHOULD THEY BELIEVE THIS? 10
E. DESIRED BRAND PERSONALITY/TONE? 10
APPENDIX A: MARKETING REFERENCES 11
WORKS CITED 11
INTERVIEW QUESTIONS 12
APPENDIX B: SCRIPTS 12
TV AD #1: “A DAY IN THE LIFE” 13
TV AD #2: “THE WALK” 15
TV AD #3: “MY REUSABLE BAG” 18
RADIO AD #1: “TESTOMONIALS” 19
RADIO AD #2: “THE ONE” 20
APPENDIX C: PRINT ADS 21
APPENDIX D: CREDITS 23
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3. I. The Problem
1. The Key Fact
Bay Area women support the use of reusable bags but need to be motivated to bring their
own reusable bags to the store every time.
2. Advertising Objectives
• To motivate Bay Area women to bring their reusable bags to the store at all times and
emphasize the personal benefits they will get from this action.
• To have an upbeat message that showcases the positive aspects of using a reusable
bag as it pertains to self‐image and confidence.
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4. II. The Creative Platform
A. The Issue: Using Reusable Bags
1. The Facts about Reusable Shopping Bag Usage
Negative Impact of Plastic Bags
• The production of plastic bags requires petroleum and often natural gas, both non‐
renewable resources that increase our dependency on foreign suppliers. Additionally,
prospecting and drilling for these resources contributes to the destruction of fragile
habitats and ecosystems around the world.
• The energy needed to manufacture and transport disposable bags eats up more
resources and creates global warming emissions.
• Plastic bags cause over 100,000 sea turtle and other marine animal deaths every year
when animals mistake them for food
• Approximately 60 ‐ 100 million barrels of oil are required to make the world’s plastic
bags each year
• Most plastic bags take over 400 years to decompose. Some figures indicate that
plastic bags could take over 1000 years to break down.
• Collection, hauling and disposal of plastic bag waste create an additional negative
environmental impact. An estimated 8 billion pounds of plastic bags, wraps and sacks
enter the waste stream every year in the US alone, putting an unnecessary burden on
our diminishing landfill space and causing air pollution if incinerated.
* Sources found at: (Cobb,2008).
Negative Impact of Paper Bags
• Most grocery bag paper comes from tree pulp, so the impact of paper bag production
on forests is enormous. In 1999, 14 million trees were cut to produce the 10 billion
paper grocery bags used by Americans that year alone. Paper bag production delivers
a global warming double‐whammy forests (major absorbers of greenhouse gases)
have to be cut down, and then the subsequent manufacturing of bags produces
greenhouse gases.
• Paper bags generate 70% more air and 50 times more water pollutants than plastic
bags
• It takes four times as much energy to manufacture a paper bag as it does to
manufacture a plastic bag.
• quot;By using reusable bags, one individual can save up to 6 plastic bags a week – or 24
bags a month or 288 bags a year or 22,176 bags in a lifetime”(Reiss, 2008).
• Some studies have shown that paper bags generally don’t decompose any faster in
landfills than plastic bags. This is due to the lack of water, light and oxygen etc, in
landfills necessary for the ideal decomposing environment.
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5. • Paper bags use more space in landfills than plastic bags
• The majority of grocery bag paper is made by heating wood chips under pressure at
high temperatures in a chemical solution. As evidenced by the unmistakable stench
commonly associated with paper mills, the use of these toxic chemicals contributes to
both air pollution, such as acid rain and water pollution. Millions of gallons of these
chemicals pour into our waterways each year; the toxicity of the chemicals is long‐
term and settles into the sediments, working its way through the food chain (Cobb,
2008).
The above evidence clearly supports the argument that plastic and paper bags contribute
negatively towards the environment. Thus a simple and easy solution to this problem is to
use reusable bags.
2. Consumer Perceptions of the Facts about Disposable Bag Usage
We began collecting and analyzing secondary research to develop a better understanding of
consumers’ perceptions of disposable and reusable bags. For this purpose we focused
primarily on the study titled, Barriers to Behavior Change & the Application of Social
Marketing Tools, which provided valuable information on the topic. As we suspected 82% of
the study’s respondents rated plastic bags’ impact on the environment as significantly
negative and nearly 94% would like to see more recycling of plastic bags in the grocery
stores (Reiss, 2008). However, many have a hard time remembering to bring their reusable
bags every time they shop. Secondary research informed us that consumers know they
should bring reusable bags to the store so they can help save the planet and contribute to a
better environment for themselves and their children. Nevertheless, not many consumers
are aware of specific facts and numbers regarding disposable bags effects on the
environment. For instance in one year paper bag manufacturers cut down 14 million trees,
rushing global warming and destroying our planet at a faster rate (Pogue, 2008). We believe
that public knowledge concerning disposable bags’ impact on the environment must
increase in order to see an improvement of the current situation.
In order to find out how consumers feel about reusable bags we conducted field research,
which consisted of short interviews, observation and in‐dept interviews. Through our
primary research we discovered that environmental concern was the most frequently
discussed topic when we asked women why they use reusable bags, followed by personal
satisfaction, individual benefits and lastly guilt.
We discovered that our target audience is aware of the overall negative impact that plastic
and paper bags have on the environment, and know that they should be using reusable bags
at all times. Despite their understanding of the situation most women admit to forgetting
their bags. Several women mentioned during our in‐depth interviews that they used
reusable bags because of environmental concerns. One respondent mentioned; “by using my
reusable bag it feels like I am helping the environment” while another woman stated, “The
disposable bags will be around much longer than your kids”. The majority of respondents we
interviewed wanted to make the effort to remember reusable bags because they feel good
about using them; they feel as if they are doing their share to help the environment while
acting as role models for their children.
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6.
Our respondents also talked a lot about achieving personal satisfaction by helping the
environment and obtaining feelings of superiority by setting a good example. The women
also frequently mentioned the connection between the bags and their personal sense of
fashion, style and their appearance. They discussed the many different styles, colors and
materials from which reusable bags are made. They said they not only feel good, but look
good while using them.
Respondents also informed us that the individual benefits that they experience when using
reusable bags are important; these vary for each individual depending on one’s needs and
priorities. The target audience mentioned that reusable bags hold twice as many items as
plastic bags; therefore they have fewer bags to carry. The bags are washable and will be with
users for years to come. Since they are made out of fabric they will not rip or tear when
boxes lay against the side or items are too heavy. The handles are also more comfortable for
hands and are built to hold more weight. Another plus is that the longer handles/straps can
be thrown over the shoulder so that the wearer may carry heavier loads. As a bonus many
stores offer incentives such as money off, discounts, and rewards when their customers
bring their own reusable bags.
During our discussions about disposable bags several women mentioned feelings of guilt.
This was an important issue for a few respondents. They felt guilty using disposable bags
and they felt guilty when forgetting their reusable bags at home. One respondent mentioned
her hate towards plastic bags drawing attention to their uncomfortable handles and lack of
durability. Many consumers use disposable bags even though they dislike their appearance,
limitations, flaws and impact on the environment. According to the Waterloo thesis, only 3%
of respondents reported favoring plastic bags (Reiss, 2008). Even though the majority
dislikes paper‐ and plastic bags, 600 disposable bags are generated every second in
California and 20 billion bags are distributed each year (Algalita Marine Research
Foundation, 2009). If every consumer brings at least one reusable bag while shopping, it
would make a huge impact on the environment.
B. The Target Audience
The Bay Area population is extremely diverse with little over half of the population being
Caucasian, with an additional 22% being of Asian descent. We can also assume the area is
well educated and able to identify the negative impacts of paper and plastic bags on the
environment since roughly 40% of the population holds a college degree or higher. With
almost half of Bay Area being college graduates, the median Bay Area annual household
income is $73k, which is $15k higher than the California average. Although the Bay Area is
evenly split between males and females, studies have found that on average women spend
twice as much time grocery shopping as men. Taking this one step further we can assume
mothers will tend to buy more at the store and shop more frequently to provide for their
families’ needs (Hamrick & Shelley, 2005). We took a closer look at the size the market of
mothers in the Bay Area to determine if they are the best group for BayROC to target with
the reusable bag campaign. Families with children under 18 accounted for 31% of the Bay
Area population with each family averaging 3.3 people. Taking this into consideration, we
want to target the roughly 565,000 women aged 25 to 44, who will likely have children that
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7. are old enough to take notice of their habits while at the grocery store (Hearst
Communications Inc., 2009). Because these educated mothers have the ability to influence
other family members, we believe that targeting them, will lead to changes in their own
habits as well as those of their family members. (Bay Area Census ).
As we mentioned earlier, many of the mothers are aware of the negative effects of non‐
reusable bags, but are still having difficulty forming the habit of remembering to bring their
own reusable bags to the store.
By talking with Bay Area mothers, we were able to understand that personal style is also
extremely important to them. In addition to their willingness to be eco‐friendly, “our”
mothers also want to be in tune with current fashion trends. According to the popular press
reusable totes are the nation’s fastest‐growing fashion‐accessory, with sales up from last
year by 76% (Gamerman, 2008). Celebrities are now using reusable bags and fashion
designers are making limited editions, for which customers are willing to pay big bucks.
With beautiful and hip reusable bags to choose from, these mothers will not have to forego
fashion to help the environment. Based on these insights we believe the BayROC ad
campaign should focus on how mothers can be both stylish and socially responsible by
forming the habit of bringing their own environmentally friendly bags to the store.
• English speakers
• Mothers
• 25‐44 year olds
• Children in the home
• Middle to upper‐middle class
• Educated
• Eco‐friendly
• Fashionable
Kat is a 40­year­old married mother of three who lives in the Oakland hills. After earning
her MBA Kat started her own small home décor company, which she operates out of her
house. Kat dresses hip and professional, while she meets with artists to brainstorm designs
for her company. She started having children at the age of 30 and now juggles the three
children’s activities with her business. The kids are now between the ages 6­11 and attend
ballet, piano lessons, and soccer practice to name just a few. Kat owns a hybrid and tries to
do what she can for the environment, but often is in a rush. She shops at Safeway and other
local grocery stores, although she often forgets her reusable bags at home if they are not
already in her car. She needs help trying to form the habit of remembering her reusable
bags each trip to the store.
C. The “Competition”
Remembering to bring reusable bags when shopping ultimately comes out of habit.
However, in the busy lives of our target audience, stylish mothers from the Bay Area who
work and have an average house hold incomes of $73K +, establishing a new habit in their
lives is difficult.
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8. These women’s hectic work/life schedules are a major obstacle to forming new habits
without significant motivational forces (reinforcement factors). It has been said that working
mothers have two full time jobs – the money making job and caring for her family. Typically,
eight hours a day are devoted to business related work. The rest of the time, mothers must
worry about feeding their families, getting their children to and from school, sports games,
parties, and the overall well being of their families. Their routines are so hectic that creating
a new habit within them is extremely difficult.
The availability of paper and plastic grocery bags is motivation to continue to accept
disposable bags instead of encouraging the woman to bring her own. The availability of
disposable bags at grocery stores is a safety net for many women, assuring them that “it is
okay to have forgotten today, there is always next time.”
Since bringing your own bag is not required by law, there are no consequences for not
bringing your own bag when you shop and without consistent reinforcement and threat of
punishment, people will not change as quickly.
Positive reinforcement to bring your own bag to grocery stores is helpful, however, the
rewards for this behavior are insignificant to most people, especially at this level of income.
In many larger grocery retail chains, patrons receive five to ten cents off their purchase per
bag brought. These savings off a typical grocery store purchase of hundreds of dollars
amounts to a savings/return of less than 1% per trip. This is only a small incentive to bring
your own bag to shop and many people find it too small to be worth the trouble.
The lack of knowledge of the negative effects provides little motivation to change habits and
have a positive impact on something that affects people on a global scale. Many people
“know” that plastic bags ending up in landfills are bad but often assume that paper bags are
an acceptable alternative. Paper bags may break down in an ideal environment more quickly
than plastic bags, however people do not consider the entire life cycle from cradle to grave,
and fail to see how harmful the production of paper bags can be to the world’s air quality.
D. The Most Compelling Benefit We Can Offer Target Consumers for
Remembering to Use Their Reusable Bags on every Shopping Trip
By making it a habit to bring reusable bags to the store, one can express their individual style
and achieve a higher level of personal satisfaction from helping the environment.
E. Why Should they Believe This?
As we see from previous sections most consumers do possess an understanding of the
harmful consequences of plastic bags on the environment and they are willing to make
changes but find it difficult to change their behavior. We believe that by offering the target
audience the stronger personal impetus, which is not only the personal satisfaction of
helping the environment but also a way to express their personal style and personality, we
can motivate them to change their behavior.
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9.
By using reusable bags women get personal satisfaction by feeling superior. Women feel
empowered to be a part of an environmentally concerned community through which they
are not only able to contribute to a bigger cause but also provide a good example for their
children.
By using reusable bags, Bay Area Moms will help the environment as well as have a great
opportunity to express themselves through their choice of reusable shopping bags, to show
their intelligence, responsibility and sense of fashion. We offer them another chance to look
good and feel good. There are a lot of different reusable bags on the market right know,
which range from budget friendly Chico bags to Louis Vuitton $1000 shopping bags. There
are different styles and fabrics, such as organic cotton reusable bags. Some sites like
BagsOnTheRun.com, give a possibility to put one’s own logo and statement on the reusable
shopping bag. One can find a suitable size and shape. There are some, like Breezy Bags,
which are five tiny reusable shopping bags in one small pouch the size of a soda can. There
are over three thousand different sites, where an individual can purchase a bag that suits his
or her individual preference.
F. Tone
The feel of the ads should be upbeat and show today’s women in modern settings using
reusable bags that match their own individual sense of style. We are trying to communicate
a sense of being confident, intelligent and responsible while remaining true to the women
themselves in regards to fashion. Each one of these women makes fashion statements and
choices that trickle down to each woman’s individual reusable bag.
The ads should be colorful representing a positive outlook and highlight the women in a way
that shows off their fashion sense. To get this point across we suggest the message be
brought by women who look like the women we are targeting or what they would like to be
perceived as. Women should dominate the ads as to not create confusion as to who the ads
are targeting and male activity in the ads should be kept to a minimum.
The ads should be positive and shouldn’t involve facts about the negative impacts of not
using a reusable bag. The point of the ads should not be to try and convince these women
that using a reusable bag is good for the environment but that they can use one and look
responsible and intelligent while still remaining unique and stylish.
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10. III. The Creative Brief
A. Why are we advertising at all?
To remind people to bring their reusable bags to the store at all times and emphasize what
personal benefits they can get from this action.
B. Who are we talking to?
We are talking to stylish Bay Area moms (30+) who are on the go and care about their self
image and various fashion trends. These mothers are aware of the broad negative
environmental impact of using disposable bags (paper and plastic), own reusable shopping
bags, but often forget to bring them.
C. What is the single most compelling idea we need to communicate to
them?
By making it a habit to bring reusable bags to the store, one can express their individual style
and achieve a higher level of personal satisfaction from helping the environment.
Reusable Bags = style + bonus of helping the environment
D. Why should they believe this?
• It takes 1000 years for a plastic bag to break down in ideal decomposing conditions
(complete with air, water, and light) with Americans using 380 billion of these each
year
• It takes 14 million trees to produce 10 billion paper bags that are used by Americans
every year
o by helping to decrease these startling numbers mothers can also be stylish by
purchasing reusable bags from some of the following websites:
o http://shesabetty.typepad.com
o www.bringyourownbag.ca
• From high end bags by Louis Vuitton to low end bags from grocery stores, everyone is
encouraging the public to go green and there is bound to be a bag out there that can
suit each individuals preferences
E. Desired brand personality/tone?
Positive, colorful, rewarding, superior, confident, intelligent, responsible, sexy
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11. Appendix A: Marketing References
Works Cited
(n.d.). Retrieved April 2009, from Bags on the Run: http://www.bagsontherun.com
Algalita Marine Research Foundation. (2009). Trashed: Plastic, Plastic Everywhere. Retrieved
April 2009, from Algalita Marine Research Foundation: http://algalita.org
Bay Area Census . (n.d.). San Francisco Bay Area. Retrieved April 2009, from Bay Area
Census: http://www.bayareacensus.ca.gov/bayarea.htm
City of Palo Alto. (n.d.). Zero Waste Program. Retrieved April 2009, from City of Palo Alto:
Http://www.cityofpaloalto.org/depts/pwd/recycle/news/details.asp?NewsID=987&
TargetID=151
Cobb, V. (2008, Janurary 16th). Key Facts of Reusable bags. Retrieved April 15th, 2009, from
ReusableBags: http://www.reusablebags.com/facts.php
Dye, J. L. (2008, August). Fertility of American Women: 2006. Retrieved April 27, 2009, from
U.S. Census Bureau: http://www.census.gov/prod/2008pubs/p20‐558.pdf
Gamerman, E. (2008, September 26). An Inconvenient Bag. The Wall Street Journal , p. W1.
Hamrick, K., & Shelley, J. K. (2005, November). How Much Time Do Americans Spend
Preparing and Eating Food? Retrieved April 18, 2009, from Amber Waves:
http://www.ers.usda.gov/AmberWaves/November05/DataFeature/
Hearst Communications Inc. (2009). Bay Area Market. (San Francisco Chronicle) Retrieved
April 28, 2009, from SF Gate:
http://www.sfgate.com/chronicle/advertise/sevenday1.html
Pogue, D. (2008, August 28). The Bottom Line of the Eco Balance Sheet. Retrieved April 2009,
from The New York Times: http://pogue.blogs.nytimes.com/2008/08/28/the‐
bottom‐line‐of‐the‐eco‐balance‐
sheet/?scp=6&sq=paper%20bags%20pollution&st=cse
Reiss, A. (2008, April 7). University of Waterloo. Retrieved February 2009, from
Barriers to Behaviour Change & the Application of Social Marketing Tools :
http://www.fes.uwaterloo.ca/ers/research/490s/documents/AReiss490sThesis.pdf
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12. Interview Questions
1. How often do you use a reusable bag?
2. Why? (Ask this in order to figure out what are the benefits of its use are to them)
3. Why do you think it is hard or easy* (easy if they always do) to remember to bring a
reusable bag?
4. What do you think about people who use reusable bags?
Additional Questions for In­depth Interviews (In no particular order)
5. How do you feel about paper and plastic bags?
6. What made you start using reusable bags?
7. What qualities do you look for when choosing a reusable bag?
8. Do you feel like you’re children motivate you to use reusable bags?
9. How do you remember to bring your reusable bags to the store?
10. What problems do you encounter while using your reusable bags?
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13. Appendix B: Scripts
TV Ad #1: “A Day in the Life”
The purpose of this ad is to show the individual style that can be reflected by
reusable bags. This ad will use strong visuals and unique transitions to
showcase the fashion and individuality of the bags while achieving a higher
level of personal satisfaction.
VIDEO AUDIO
POV MS: MARRIED MOM (Woman 1) MUSIC
APPROACHES COUNTER, PICKS UP MARRIED MOM: Sometimes it’s hard
HER REUSABLE BAGS; HUSBAND IS to juggle everything at once. Everyday
BEHIND AT THE KITCHEN TABLE. is a different routine.
ZOOM INTO DOOR.
POV MS: CAREER WOMAN (Woman 2) CAREER WOMAN: Different meetings
WALKING OUT OF HER OFFICE to attend.
BIULDING, REUSEABLE BAG IN TOW.
ANOTHER PERSON WALKS THROUGH
THE FRAM WIPING THE SHOT
POV MS: SINGLE WOMAN (Woman 3) SINGLE WOMAN: Different places to
WALKING TOWORDS A RECORD explore.
STORE WITH HER REUSEABLE BAG,
READY TO BE USED. ZOOM INTO THE
BAG.
CU: OF THE BAG BEING LOADED
WITH GROCERIES. THE CAMERA
ZOOMS OUT TO REVEAL MARRIED
MOM AT THE GROCERY STORE
CHECKING OUT. WHEN THE BAG IS
ALL PACKED UP, SHE PICKS IT UP
AND WALKS TOWARDS THE CAMERA
UNTIL THE BAG FILL THE ENTIRE
FRAME.
CU: THE BAG FILLING THE ENTIRE
FRAME THAN PULLS OUT AS CAREER
WOMAN WALKS OUT OF A BOUTIQUE
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14. WITH HER REUSABLE BAG FULL OF
CLOTHES. SHE STOPS ON THE
CORNER AS A BUS DRIVES BY WIPING
THE FRAME
LS: SINGLE GIRL CROSSING THE
STREET TOWARDS CAMERA WITH
HER BAG ENTERING
AMOEBA/RASPUTIN. SHE WALKS
INTO THE FRAME CREATING A
NATURAL DIP TO COLOR.
MS: CAREER WOMAN WALKING CAREER WOMAN: But the one thing.
AWAY FROM CAMERA. CAMERA PANS
PAST A STORE DISPLAY THAT WIPES
THE FRAME
MS: SINGLE WOMAN PULLS OUT A SINGLE WOMAN: That always gets me
VINYL RECORD AND PUTS THE BAG through the day.
DOWN IN FRONT OF THE CAMERA.
POV MS: MARRIED MOM RETURNS TO MARRIED MOM: Is my bag.
KITCHEN. SHE IS UNLOADING HER
BAG ON THE COUNTER.
CU: MARRIED MOM’S REUSABLE BAG. FEMALE ANNCR: Make it a habit and
CG: BAYROC LOGO WITH TEXT. grab it.
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15. TV Ad #2: “Breaking the Habit/ The Walk”
The purpose of this ad is to show how using the reusable bag can simplify a
woman’s life. This ad focuses on the change in habit needed to make a
difference, and a call to action that also demonstrates its rewards. This targets
the Bay Area woman who own reusable bags and do not actively use them. The
objective is to lead the audience [into using their bags] by example, and to
visually imply how fashionable it is to use their bag.
VIDEO AUDIO
MS: WOMAN WAKES UP. MUSICAL PHRASE
OTS: WOMAN PULLS ON A T‐SHIRT
MS: WOMAN GRABS HER LUNCH IN
HER HANDS, NO BAG.
FS: WOMAN LOOKS IN THE MIRROR,
SIGHS
CU: WOMAN WALKS OUT OF HOUSE;
WOMAN IS NOT FEELING CONFIDENT
MS: WOMAN WAKES UP MUSICAL PHRASE
OTS: WOMAN IN FRONT OF MIRROR
HOLDING UP A DIFFERENT TWO
BLOUSES.
CU: PACKS HER LUNCH IN A PLASTIC
BAG.
FS: LOOKS AT HERSELF HOLDING THE
PLASTIC BAG WITH HER SEMI‐CUTE
OUTFIT. SIGHS.
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16. FS: WOMAN WALKS OUT OF HOUSE;
WOMAN IS NOT FEELING CONFIDENT
CU: WOMAN’S DISSATISFIED FACE.
MS: WOMAN WAKES UP. MUSIC
OTS: WOMAN STANDING IN FRONT OF
MIRROR IN A SUIT, SMILING AT HOW
GOOD SHE LOOKS.
CU: PACKS HER LUNCH IN A REUSABLE
BAG.
FS: LOOKS AT HERSELF HOLDING THE
REUSABLE BAG WITH HER VERY
STYLISH OUTFIT. SMILES
CONFIDENTLY IN THE MIRROR.
FS: WOMAN LEAVING HER HOUSE
WITH HER REUSABLE BAG.
CU: WOMAN ARRIVES AT WORK WITH
HER REUSABLE BAG.
FS: PEOPLE GLANCING AT WOMAN AS MUSICAL PHRASE, BUT DIFFERENT
SHE PASSES. FROM PREVIOUS ONE
CU: THE CLOSET WITH THE BAGS
BEING SWEPT AWAY TO MAKE ROOM
FOR THE NEW REUSABLE BAG.
MS: WOMAN LOOKING SATISFIED, LIKE
SHE HAS ACCOMPLISHED A GOAL.
FS: WOMAN GRABS THE NEW BAG AND
WALKS TO THE DOOR.
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17. CU: THE REUSABLE BAG SWINGING ON VO: Find a bag that means something
HER ARM. to you.
FS: WOMAN WALKING DOWN THE VO: A reusable bag helps you stylishly
STREET WITH HER BAG. A MAN DOES A express yourself.
DOUBLE TAKE OR STOPS TO WATCH
HER PASS.
LS: WOMAN ENTERS THE STORE WITH VO: This has been a message from
REUSABLE BAGS. BayROC reminding you to.
CG: BAYROC LOGO WITH TEXT VO: Make it a habit and grab it.
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18. TV Ad #3: “My Reusable Bag”
The purpose of this ad is to show why and how different individuals use their
reusable bags. This is a montage of different people talking about their bags
and what they like about them. We will include the fashion aspect through
visual elements in the commercial (i.e., talent’s clothing; design on the bag; and
the location).
VIDEO AUDIO
MS: SUBURBAN HOUSEWIFE IN FRONT MUSIC
OF WHOLE FOODS IN MARIN.
HOUSEWIFE: I use my reusable bag
because.
MS: YOUNG HIP GUY IN FRONT OF YOUNG HIP GUY: Because it’s a habit.
SAFEWAY IN THE CASTRO.
MS: OLDER WOMAN IN FRONT OF OLDER WOMAN: For my grandchildren.
BERKELEY’S RASPUTIN.
MS: HOUSEWIFE IN FRONT OF WHOLE HOUSEWIFE: Confidence.
FOODS.
MS: MOTHER WITH KIDS IN FRONT OF MOTHER: I do it because it’s stylish.
GROCERY STORE IN SAN JOSE.
CU: HOUSEWIFE SMILING. VO: Though a reusable bag means
different things to different people.
CU: YOUNG HIP GUY SMILING. VO: A reusable bag is the way to express
yourself.
CU: OLDER WOMAN SMILING.
CU: MOTHER WITH KIDS IN FRONT OF VO: Make it a habit and grab it.
GROCERY STORE IN SAN JOSE.
CG: BAYROC LOGO WITH TEXT.
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19. Radio Ad #1: “Testimonials”
SFX: Grocery store background. YOUNG WOMAN: I use reusable
bags because.
OLDER WOMAN: They’re stylish.
YOUNG MAN: Durable.
SFX: Playground with kids. CHILD: Mine has awesome cartoons
on it!
WOMAN: I use reusable bags
SFX: Distant ambient noise. because they are environmentally
friendly.
ALL: (EXCITED, PROUD) It’s a good
habit!
FEMALE ANNCR: Whatever your
reason for using reusable bags:
Make it a habit and grab it.
A message from the Bay Area
Recycling Outreach Coalition.
19

20. Radio Ad #2: “The One”
SFX: The sounds of a grocery store ANNE: Jen, I've been looking for a
in the background‐ the beeps from while, and I think.... I think I've
the register. finally found the one!
JEN: (DELIGHTED) That’s great!
Tell me more!
ANNE: What can I say! This one's
got it all! Strong, handy, always
there for me...
JEN: Oooh, how exciting! What're
we talking about in the looks
department?
ANNE: Oh, you should see me
walking down the street with this
one in tow. Everyone's totally
jealous.
SFX: Grocery store music JEN: Sounds awesome! What's their
name?
ANNE: (CONFUSED) Name? No, no,
sweetie. I’m talking about my
environmentally friendly reusable
bag!
FEMALE ANNCR: Reusable bags
might not be a replacement for an
(EMPHASIZE) actual relationship,
but we promise they’ll make your
shopping trips a whole lot better!
Make it a habit and grab it.
A message from the Bay Area
Recycling Outreach Coalition.
20

21. Appendix C: Print Ads
21

22. Print ad 2
22

23. Appendix D: Credits
Account Planning and Research Team
Anna Aggeryd
Carolyn Hom
Christina Mott
Dallas Tillman
Nadzeya Huselnikava
Paul Ward
Creative Team
Producer:
Teri Yan
Director:
Chris MacDougall
Associate Producer:
Sarah Mendoza
Copywriters:
Jeremy Wesler‐Buck
Elliot Roe
Art Directors:
Crystal Marie Mitchell
Jose Ramirez
Director of Videography:
Jeremy Wesler‐Buck
Lighting Director:
John Romo
Audio Team:
Matt Bernot
Chris Hardy
Oscar Su
John Romo
Editors:
Rosanna Yung
Teri Yan
Chris MacDougall
23

24. Assistant Director:
Elliot Roe
Production Assistant:
Rosanna Yung
Acting Talent:
Candy Churilla
Kelly Hunter
Christina Kim
Dawn Troupe‐Masi
Voice Talent:
Candy Churilla
Christina Kim
Deborah May
Music Producer:
J.D. Calloway
Special Thanks:
Jamie Falletti
Falletti Grocery Store
Diesel Bookstore
The Feagley Family
Special Thanks:
Ricardo Gomes, Chair DAI
Jeff Jacoby, BECA
Scott Patterson, Chair BECA
Jeff Rosenstock, BECA Equipment Room
Lena Zhang, BECA
­­BAYROC­­
Executive Producers:
Hamid Khani
Kathy O’Donnell
24