Today I have been working on organnising my speach for the Final Pitch that I am going to present with m/y group for Fairtrade tomorrow!

From the “to-do list” of things that we should talk about in the presentation I have chosen 4 topics for myself and they are:

How are the users connected to Fairtrade? How can we integrate them to Fairtrade existing stuff?

It all starts from the main Fairtrade facebook page and facebook ads where the users will be linked to our other media channels that we have used in our campaign (c. website & youtube) which create a little bit of a “snowball effect” where users navigate through our network of communication channels (including the official FT website).

The connection between all different channels that we have chosen is:

  • Main one: the connection from the Fairtrade facebook page and facebook ads: where they would post links to our campaign website, share Youtube video or even upload the 360 one on there;
  • Fairtrade facebook page, the facebook ads and Youtube video are connected to the campaign website;
  • Youtube video is going to be connected to both campaign and main website;
  • Campaign website is, of course going to link to main website and Youtube.


Communication channels:

The way we planned it, the highlight of the campaign is the video so all other media channels (website, facebook) are growing around it and are only meant to give the user a little more generic info about the problem tackled in the campaign.

Youtube was only used as a display platform that support 360 and can easily be embedded into a webpage (so we could put it on our campaign website).

Room for improvement?

Better staging, better-more advanced storylines.

Considering that the 360 video was the highlight of our campaign we have been trying our best to make it as close as possible to the vision that we had in our heads (which means a lot of editing and experimenting with doing so on a unknown and unpredictable format for us).

This took us a lot of our time in the making – especially editing!, where unfortunately we even had to get rid of some details that were going a little bit crazy in all over the place.

We initially wanted to do some minimal design for a thought bubble but because of all the difficulties encountered we minimised to only a dot under the text, to eventually nothing but text on top of the character’s head.

This means that with a lot more time on their hands, Fairtrade can manage to edit the video so that they could manage to design better thought bubbles, maybe emphasize the text to make it more visible.

The storyboard could also be very flexible:

  • The messages could be changed in different contexts of any kind of campaign (like if they would like to make the characters talk about something else);
  • There could also be more action included: like if there is an antagonist coming into the cafe – that could change “the train of thought” to the characters.


There could be many possibilities for the future with this campaign the way it was constructed, having its core in the 360 video – which is based on a idea that is very versatile so it could be used to create any kind of message from Fairtrade that could persuade the users into giving a little more “thought” about the products that they buy in the market. Illustrated by us in this campaign with the example of coffee.

This is all for today!