Act 2: Re
30 seconds to re-act
A facilitator, re, is a tragic awareness brand that aims to raise the profile about the phenomena that is the modern tragedy of Greece. The brand is inspired by elements of Greek tragedy, such as trauma, catharsis, the audience and the joker-system. It takes on those elements and makes comparisons to modern tragedies such as loss of leadership and education that are evident in the diaspora that escapes by the hundreds of thousands.
Re, seeks to bring forth awareness, through the use of interpretation of powerful words that lead the audience to develop a visualization that merges two perspectives for a new one. The cathartic experience ushering in a sense of nuance, freshness, purity; a clean slate to think twice.
The first stage belongs to each individual who will for a moment, before an emotional journey, engage in a means of expression and catharsis that will make its way to a virtual world by use of a website.
Re, suggests the strongest value in a world where knowledge and creativity are the newest forms of currency that need to be preserved within a country by the sharing of experiences and emotions.
#refile, retry to remain
Problem
Tragedies and trauma of a nation typically addressed by the educated of a country, however, in the case of Greece, the continuing diaspora on going for many generations will lead to a further deteriorating of creative capital.The problem is the on going dispersion of creative capital and skilled individuals, creating a cultural gap of stagnation.
Countries cannot have the impact of technological, innovation or social revolutions without their best at the forefront of initiatives.
However, more mobile than ever, if ever there was a generation that could return willingly from a generational diaspora it is during these times. The problem in essence, how to engage the audience and let them know they are more connected than ever.
Vision
The vision for the brand is to be scalable in a global context in places that experiencing similar crises through expressing connectivity, creativity and expression. Catharsis towards synergy.
Mission
Facilitate connectivity through an interactive process that is inclusive of those who have departed. More specifically through the use of interpretation of powerful words that lead the audience to develop a visualization that merges two perspectives for a new one.
Audience
Skilled, creative, and educated young professionals that leave Greece and seek opportunities abroad. The audience is mobile, adventurous, these professional, creative and intellectual Greeks are open to challenging thoughts given that they already made a leap to explore beyond a scripted play.
Brand Touchpoints
Creating awareness of the brand through positioning the it in the airports of Greece, as each individual would be preparing for his or her exodus. Approaching social media seemed another method to allow the brand to become viral.
Space of interaction. Each individual is asked to sketch the first thing that comes to their mind on the ‘boxed-wall’ once they have walked into the room, they have 30 seconds.
The idea of the ballot is that whilst the passengers ready to board are waiting at the gate, they would be given a postcard with a different re word. This would ask them to sketch the first thing that comes to their mind - within 30 seconds - the word given and then dispose it in the ballot.
Check out a demo of the activation on Behance: https://www.behance.net/gallery/56254509/Re-Micro-site-concept