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Cecilie Lund Madsen
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Diesel - Only the Brave Foundation
THE INDUSTRY PROJECT, SCHOOL PROJECT
THE TASK:
THE DIESEL CREATIVE TEAM INVITED US TO JOIN THEM CREATE A DIGITAL COMMUNICATION STRATEGY FOR THEIR CHARITABLE ORGANIZATION, ONLY THE BRAVE FOUNDATION.
THE ONLY THE BRAVE FOUNDATION WAS FOUNDED BY RENZO ROSSO, AND INCLUDE SEVERAL BRANDS LIKE DIESEL, 55DSL, MAISON MARTIN MARGIELA, VIKTOR & ROLF, SOPHIA KOKOSALAKI AND OTHERS. THE PURPOSE OF THE FAOUNDATION IS NOT TO PROFIT, BUT TO MOBILIZE AND EMPOWER YOUTH TO END EXTREME POVERTY.
THE CREATION OF A SELF-SUSTAINING ONLY THE BRAVE VILLAGE IN MALI, AFRICA WAS A NEW MAJOR PROJECT OG THE FOUNDATION. THE TASK WAS TO COME UP WITH A REVOLUTIONARY SPARK OF AN IDEA WHICH COULD CONNECT THE VILLAGE TO THE WORLD AND THE WORLD TO THE VILLAGE, AND TO GENERATE AWARENESS AND UNDERSTANDING OF THE PROJECT.
MY ROLE:
PROJECT MANAGER.
THE CONCEPT:
ADVENTURE CAPITALISM WAS THE NAME OF THE CONCEPT WE CAME UP WITH AND IS BASED ON A KIND OF MICRO FINANCE THAT ALLOWS PEOPLE IN THE WESTERN WORLD TO LOAN THEIR MONEY TO THE ONLY THE BRAVE FOUNDATION FOR A YEAR TO SUPPORT THEIR PROJECTS.
WHY:
WE DID NOT WANT TO MOTIVATE PEOPLE TO HELP BY SHOWING STEREOTYPICAL IMAGES OF AFRICA AND APPEAL TO THEIR GUILT, BUT RATHER ENCOURAGE TO INVESTMENT AND SHOW THE OPPURTUNITIES AND POTENTIAL THAT LIE IN PEOPLE OF AFRICA.
