SOS / Live Earth / Go Zero Identity Integration SystemPrepared by THE_GROOP for Live Earth / March 30, 2007

The IdeaHow do we create the most simple and easy to understand icon or symbol for our earth, for our struggle for survival?

How do we make it impactful? Cross language? Graphic? Memorable? Non-cliche? Co-opt the language and tools of corporate america and use it for good?

In addition how do we tie this to the movements SOS identity?

Brand EcosphereEach logomark represents a distinct role in the life-cycle of this important undertaking. First with the overall movement, second with the inception and worldwide broadcast of the movement through the concerts and internet, and finally, and most importantly, with the call for global action!

SOS

Movement

1

‣Needs an identity that integrates with SOS

‣Needs clarity as to how it fits into the system

Live Earth

2

Inception

3

Go Zero

Action

Earth Symbols (Symbols.com)

The Story (Symbology/Symbols.com)

Symbol for Earth

Symbol for Music (Weak Signal / Distress) At sea the SOS distress signal was often weak because of the distance. On 7.07.07 the signal is going to get loud. Really loud.

“The Blue Marble”

LIVE EARTH

LIVE EARTHLIVE EARTH

Brand Architecture

Movement

Inception

Action

Master Brand

Sub-Brand

Sub-Brand

Live Earth Identity and Media StrategyPrepared by THE_GROOP for Live Earth / March 30, 2007

Goal

To show the Live Earth team our continuing vision for the Live Earth identity.

To demonstrate how we plan to extend the identity and promotional campaign across multiple channels such as Out of Home, Online, Print, Broadcast and Promotional Partners.

Questions We Aim to Answer:

‣ How do can we ensure that the logomark looks unique?

‣ How does the rest of the ecosystem look? Out of Home, TV, Street, etc?

‣ Does THE_GROOP have a sufficient understanding of all the necessary media channels we need to address?

‣ Can THE_GROOP work with our chosen media partner(s) to plan and execute the Live Earth campaign quickly and efficiently?

Logomark Regional ExtensionQ. How do we create a lively, visually dynamic system that speaks to each of the locations where Live Earth will occur?

A. We invite global artists to interpret the Live Earth logo in their style and local flavor:

Example:

Global Shanghai Johannesburg

Artist CollaborationsTHE_GROOP will choose and collaborate with a diverse set of artists from our expansive global network to create a unique flavor from the “base” format of the promotional materials.

Example:Barry MCgee / USA Frek / China Shepard Fairey / USA

Media EcosystemTHE_GROOP fully understands and is uniquely qualified to collaborate with Live Earth’s chosen media partners to plan, design and execute the necessary components for a global campaign. We have worked with advertising agencies such as Crispin Porter + Bogusky and Wieden + Kennedy on international campaigns including China, Japan, Europe and the US.

Example:Nike China Nike Pan-Asia Aiwa Europe / Asia

Out of Home:Teaser Billboards/Billboards

Out of Home:Street

Viral:Video interviews with Artists on Current TV, You Tube and LiveEarth.org

Teaser Campaign:A campaign that compliments the SOS visual language and uses the LiveEarthlogomark

Promotional Partners:Partner with Major Brands to Promote LiveEarth

Social Action Media:Social Action Network

ViralTHE_GROOP will work to create seven, one-minute, “in-studio” interviews with each of the artists who are creating art for Live Earth. We will spread these through Current TV, YouTube, LiveEarth.org and other online media channels.

Example:

Out of HomeTHE_GROOP will work to create seven teaser billboards and seven event announcement billboards for each of the concert regions.

Out of HomeWe will create 7 posters to be wheat pasted in all of the regions where the Live Earth concerts will happen.

Out of HomeWe will create 7 posters to be wheat pasted in all of the regions where the Live Earth concerts will happen.

Street / One to OneEngage youth around the world with the appearance of the iconic Live Earth logomark in unexpected places. Begin distributing the iconic logomark on t-shirts, earth-friendly stickers, aerosol-free spray media templates, pins, etc.

Street / NightlifeEngage affluent urbanites around the world with the appearance of the iconic Live Earth logo at nightlife venues such as clubs, hotels and other popular destinations. Imagine a “Batman”-like call for help with the iconic Live Earth logomark and the 7.7.07 all over urban centers in the world.

Social Action MediaEngage youth around the world a lively action oriented community that spreads the word, creates action and produces tangible results.

Partner with other Social Action Networks such as Jeff Skoll’s / Participant’s upcoming S.A.N., Yahoo, MSN and others.

Promotional PartnersEngage earth friendly corporate partners to “piggy back” (co-brand) on their brands. This requires lead time, so we need to act now if these will be part of the media mix. Decals on jetBlue: (or other) “Borrow, tail space to spread the iconic logomark around the world and get valuable impressions while the planes are on the tarmac.”

Podcasts of artist Interview, and distribution post-concert of a collector’s edition iPod after with a blue scroll wheel. How can you keep the movement alive after 7.7.07? What better way to keep your favorite Live Earth bands than the “Special Edition Live Earth iPod”

TV / BroadcastCreate a teaser campaign that closely follows and smoothly transitions from the SOS campaign spots and introduces the Live Earth logomark and the event date and URL.

These 10 second spots will be complimentary to the SOS visual language using either color or B&W iconic images that communicate our core ideas. The goal will be to introduce and “burn” into the world’s “retinas” this iconic logomark .

7.7.07lifeearth.org

7 reasons why THE_GROOP is the Right Identity and Strategy Partner for You1. Experience. We have collaborated closely with the world’s most

creative advertising agencies to create world class and multi-nation campaigns.

2. We understand and excel at planning and producing for all the necessary media channels, out of home, online, and TV.

3. We know concerts. We have done all of the identity and promotional materials for a 15 city concert tour for Sony, Atlantic Records. (With Ignition) We also have in our arsenal some of the top strategist and vendors for music events.

4. No Bullshit, “get it done” or-else attitude with a proven track record of successful, highly collaborative, high profile campaigns.

5. It’s about YOU. How can we meet your needs? Not ours. It’s not our agenda, but the world’s agenda. No egos. Just fast, furious and energetic collaboration.

6. We are ready to start now. We hope that we have proven our responsiveness to your needs. We are fast at ideation. We can take input from your team and adapt to your needs. And most importantly we deliver on strategy, on time and unmatched in creative quality.

7. We really want the opportunity to prove to you how pleasant and efficient it can be to work with a creative firm. THE_GROOP’s energy, desire and my personal commitment will ensure the success of your vision for Live Earth.

Thank You