Sustainaphilly is Philadelphia’s first-ever sustainable restaurant week from Connect4Climate. Working with Georgie Reeve and Colleen Williams, we created an integrated campaign to launch Sustainaphilly. The brief's challenge was to develop an idea that advertises the power of a sustainable lifestyle to the 15-25 year olds who have been less exposed to the discussion around sustainability. The main point was to drive people to action and give people a way to track the difference they (and everyone else involved) are making. From June 13th-20th, participating sustainable Philly restaurants will offer discounts for customers and other perks to encourage continued sustainable eating at home thereafter the restaurant week itself. We worked collaboratively for each tactic, refining Connect4Climate's existing identity to create Sustainaphilly.
branding / illustration / art direction / design / copy // radio / print / subway / bus shelter / social
Subway Ads
Trio subway ads placed on the waiting platforms of large SEPTA train stations like Jefferson, Suburban, and 30th Street. Since these stations have a lot of people traveling through them, the ads will have high visibility from not only city dwellers but also area commuters. The ads share info about the event, illustrations, and the event tagline - Eat Healthy, Eat Hearty.
Bus Shelter
Bus shelter ads will be placed around Philadelphia. Due to the large amount of people who use public transportation, the ads will have high visibility. This will encourage people from the Greater Philadelphia Area and beyond to attend the event.
Social
Sustainaphilly will launch on social media before the event begins to drive interest and create social noise. Introductory posts include highlights of participating restaurants, customer perks, and sustainable eating tips.
Print
Customers receive complementary seed napkins while dining at Sustainaphilly participating restaurants. After enjoying their meals they can plant the napkins they used and grow their own food at home. The napkins are made from biodegradable material and contain seeds to common vegetables and herbs like carrots and basil. 5x7 complimentary recipe cards are also given out. The recipe they receive will be from the restaurant they dined at. Customers will be encouraged to make the recipes on the cards and post on social media using #sustainaphilly. The cards are double sided; while the front of the card lists the recipe, the back will have fun facts about the showcased restaurants’ sustainability efforts as well as Sustainaphilly’s tips for sustainable eating.
Trackability
The event will continuously encourage customers to post where they ate, what they make, and how they are continuing sustainable eating habits at home using #sustainaphilly. Consumers can keep track of how many sustainable meals they make by uploading pictures to the hashtag; whoever has the most #sustainawin(s) in a certain span of time will receive a gift card to a sustainable grocery store or to one of the Sustainaphilly restaurants over social.
Radio Ad
“Announcing Sustainaphilly” :30s
An upbeat woman with a Philadelphian accent speaking, tone making people excited. Upbeat music resides underneath, along with people talking. SFX of dishes clanking, utensils clicking, etc.
VO: Hey, Philadelphia! We’ve got a ton of great local restaurants, so it’s super easy to support sustainable businesses every time you go out to eat!
EX: *chatting, laughing, having a good time. Subtle underneath but still audible. Restaurant SFX continues*.
VO: Whether you’re looking for a vegetarian feast, a seafood lunch, or a responsibly sourced steak, your favorite Philly restaurants have got you covered, always.
SFX of food sizzling. Food centered noises, still subtle throughout
VO: From June 13-20th, many of your favorite spots are taking part in the first-ever Sustainaphilly sponsored by Connect4Climate! Delicious restaurants like Vedge, White Dog Cafe, and more are offering sweet discounts-
SFX *cha-ching*
VO: -and cool perks like recipe cards, so you can keep on eating sustainably at home and feel good knowing you’re helping out the planet every time you go out to eat.
VO: So think globally and eat locally with us from June 13th-20th for Sustainaphilly. For more information, check out our Instagram at Connect4Climate.