Green Monday Exhibition in Shanghai

1. Preliminary Proposal on Visual Environment and Public Relations ( 2014-02-14 ) Green Monday Exhibition in Shanghai Green Monday x Wheelock Square x Times Square Eat Green．Work Green．Live Green

2. The Brief • An exhibition jointly presented by Wheelock and Green Monday. • Start-point of Green Monday concept in Shanghai. • 2 locations : • Times Square • Wheelock Square • Exhibition Period : Mid-April to Late-May (TBC) • Phase : 2 phases (TBC)

3. PR Objective & Strategies

4. Messages Objectives

5. Visual Environment • Creating an memorable unique experience to the public. • Developing the visual ideas of the exhibitions. • Creative, graphic design and structural design. • Summary of Production Items. • TSQ outdoor area (TBC) • Exhibition setup at side-door entrance of TSQ • 1 welcoming backdrop at WSQ front entrance • 2 exhibition setups on the wall on right and left -hand sides of WSQ • 1 backdrop at WSQ back entrance

6. Visual Environment : TSQ • Proposal 1 : Themed Setup

7. Visual Environment : TSQ • Proposal 1 : Themed Setup

8. Visual Environment : TSQ • Proposal 2 : match-box with light-box in the front • Proposal 3 : without light-box

9. Visual Environment : TSQ • Proposal 2 : match-box with light-box in the front • Proposal 3 : without light-box

10. Visual Environment : WSQFront Entrance Welcoming Backdrop • Idea draft : • Single-sided ( artwork on 3 sides ) • Unveiling event : Ribbon-cutting • Give-away Booklets

11. Visual Environment : WSQFront Entrance Welcoming Backdrop • Unveiling event : Ribbon-cutting • Designed ribbon : fresh and colorful, with logos

12. Visual Environment : WSQWall on the Right-hand Side • Idea draft :

13. Visual Environment : WSQWall on the Right-hand Side • Thematic photos

14. Visual Environment : WSQWall on the Right-hand Side • Concept : 12 Photos + 綠色優質生活派‧GREEN HAPPLINESS • A realistic wide scene : HK / Picnic / 靜安公園 / Office / Kitchen • Line-up a few artists and Green Monday characters • 十分鐘綠色生活圈‧8 小時正能量，從綠色生活開始 • Extend from 2D artwork to reality setup

15. Visual Environment : WSQWall on the Left-hand Side • Idea draft :

16. Visual Environment : WSQWall on the Left-hand Side • Idea draft : • What, Why, How • Benefits of going green to working class & Tips • Green Information • Tips of Living Green • Similar content to school tour • Photo Booth • Die-cut from studio photography • Encourage Sharing

17. Visual Environment : WSQWall on the Left-hand Side • Photo booth + Backdrop Background • Greenish backgroundwithfloor-sticker

18. Visual Environment : WSQBack Entrance Backdrop • Idea draft : • 上海素食地圖 • Double-sided backdrop

19. Visual Environment : WSQBack Entrance Backdrop • Theme : 上海素食地圖 , includes : • Go Green around WSQ ( & TSQ ) • Shanghai Green Map • About WSQ, and ...Why Wheelock go green ? • About , and ...

20. Further IdeasIncentives and Interactive Activities • Booklet / Leaflet ( with detachable Shanghai Green Map insert ) • Palm size • About Green Monday, Wheelock and the exhibition / program • Green Tips, Pros of Going Green, Cons of consuming meat • Nutritional values info and comparison, Tips from Dietitians • Green Recipes • Collaboration with local artist, steps : • Confirming booklet spec and basic layout on our side • Inviting artist to finish specific pages and sections illustration • We complete the content arrangement and finalization • Encouraging Sharing –“#無綠不歡” • Photo booth and else where • Once shared, eligible to redeem a “Green Gift” • Redeem counter at WSQ

21. Further Ideas ( cont)Incentives and Interactive Activities • Green Tips Cards • Available around the exhibition setups • Allow visitors to collect Green Tips Cards • The participation of celebrities and artists on an activity + Extended exhibition • Noise ! Arouse pubic and media interest • Eg: Painting on a figure with combination of TSQ, WSQ and Green Monday logo

22. Different between HK and SH Media

23. Taglines / Slogans / Titles • 無綠不歡 • 無綠不歡星期一 • 吃出素養 • 充滿幹勁的新素食觀 • 十分鐘綠色生活圈 • 8 小時正能量，從綠色生活開始 • 會德豐的綠色時代 • 綠色生活由此起 • 綠色優質生活派 • 上海素食地圖 • 坐言起行，「素」造綠色生活 • 我想吃素！ ( some are suggested and originally come from Green Monday ) #

24. Public & Social Brainstorm / Reminders : • RSVP Invitations • Opinion Leaders • Inviting local communities • Etc.

25. Media Brainstorm / Reminders : • Media pitching • Media tours • Tailor-made media gifts • Lining up in-depth interviews • Pitching cover stories • Etc. Potential Problem : • Low noise or talking point / WOM. • Low news value.

26. Ballparks Ballpark of setups in TSQ : • Proposal 1 : HKD 35,000 • Proposal 2 : HKD 25,000 • Proposal 3 : HKD 16,000 Remarks : The above ballpark include project management fee, structural design fee, production fee, installation fee and dismantle fee only. Photography fee and graphic design fee is not included.

27. Ballparks( cont ) Ballpark of setups in WSQ : • Front Entrance Welcoming Backdrop : HKD 18,000 • Wall on the Right-hand Side • One full width backdrop only : HKD 22,000 • 12pcs of large photos only : HKD 13,000 • Whole set as illustrated : HKD 45,000 • Wall on the Left-hand Side • Whole set as illustrated : HKD 45,000 • Back Entrance Welcoming Backdrop : HKD 13,000 Remarks : The above ballpark include project management fee, structural design fee, production fee, installation fee and dismantle fee only. Photography fee and graphic design fee is not included.

28. Ballparks( cont ) Ballpark of Creative, Design and Handling Fee : • TSQ side : HKD 16,000 • WSQ side ( full-set ) : HKD 36,000 • Posters, Booklet and other minor Printing Materials : HKD 20,000 Ballpark of Photography Fee : TBC Ballpark of Agency Fee on PR : TBC Media Gifts and others : TBC