Crouton reframing bread

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3rd Assignment

Team: CroutonsSarita Kumari, Rakesh Kumar, Ana Curo

Fereshte Saidipour, Rui Estrela

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• Look at bread in a new way

• Create as much value as possible with one loaf ofbread

• Measure the value in anyway you want

Challenge:

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How much can a slice ofbread cost ?

Probably, not more than a dime (10 cent)!

Idea # 1– Use the generated value to fight famine

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What if a Hollywood celebrity give us a slice of

her bread ?


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Dehydration; Varnishing; Framing

Manufacturing process:

A slice of bread becomes a souvenir…


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The money raised would go to help to fight hunger in the

world !


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In an auction sell how muchcould be the price for a slice of

bread from Angelina Jolie ?

$100 !$500 !

$1000 !


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Generated value :

Tangible: $0.1 to $1000

Non Tangible: 10 000 slices of bread = at least 2 500 smiles!


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Who’s next ?


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What does bread symbolize to people?

Home

Food Safety

Necessity

Idea # 2– Use the value to communicate a

marketing idea

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What if we connect one of the symbols to a marketing idea ?

To emphasize a key message

To create awareness about

a social issue


marketing idea

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• Goal of the campaign: Create awareness about orphanchildren and importance of increasing the number of foster families

• Key message: “Finding the way home”• Key visual: Bread crumbs

leading to a house,

showing the path to home


marketing idea

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Marketing activities:

ATL activities (short TV ad, posters placed at frequent places in

the city with the key tagline)

Guerrila marketing (trails of bread crumbs in frequent places

leading to billboard poster or an info stand where they could find outmore about foster family program)

Social media activites (FB page, TW channel, YT channel, an

interactive application where users would follow the bread crumbs trail to get todifferent houses, collect candy on the way and gain points, with every sharesponsors could donate a dollar to the cause)

…


marketing idea

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marketing idea

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Idea #3–

Use the Value to Fund Raising for Uneducated Kids

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Education Is a Human Rights

Every Kid Has Right to Go to School

Idea #3

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Everybody Invited

A Great Exhibition of Bread Sculptures

Idea #3

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Buying One Sculpture, One Kid Can Go to School.

Idea #3

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Buying Two Sculptures, Two Kids can go to School.

Idea #3

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Buying Three Sculptures, Three Kids can go to School.

Idea #3

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And Now, Think if You Buy all Sculptures What Will Happen?

Idea #3

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During election campaigns many organizations like news channels, try to

Find expectations of citizens from government

Idea # 4 – Using bread for things like campaigns

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we will open some bread stalls on busyStreets for knowing the view of citizen about government


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We will ask them to

Write about the changes they wants from the government


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we will provide them something edible so that they can eat it as well but before that we will take picture of that, well it is like some fun for them


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if we are working as some organization like news company, then at the end of the day ,we can use different images to make a poster and use that for awareness among government and citizens


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Idea # 5 – Fun games for children

we can organizeSome games for childrens involving bread like we will make rule that we will hang some breads with thread in ground and the first top ten to get bread with their mouth while their hands are tied will be winners

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off course that

bread will be edible, as well as attractive prizes so that they can enjoy to their heart content


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Well I think this will be fun to watch and maybe some day these type of thing gets famous


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Idea # 6 – Gift a loaf

It’s an initiative:

• where each house in the community gift a loaf of bread once a week to the Old age home/Orphanage.

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Idea # 7 – What to do with a stale loaf of bread??

• Throwing the loaf because there's that green spot??

Wait!! It’s just not edible but still is useful.

Stale for you but useful for someone else!!

We collect the stale bread loafs from the community and those are then delivered to laboratories for experiments to grow molds and make compost (and many more), Instead of buying a new loaf, hence saving on the

edible resources.

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Idea # 8 – Bake and donate

• We go back to the most basic use of bread: that is

to feed.

• To support the food supply during the natural calamities, we organize bake and donate mobile outlets.

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Idea # 8 – Bake and donate

• People can bake bread loaf, write their wishes or prayers on it or craft it in various shapes, pay a minimal cost and these freshly baked bread are then transferred to the calamity food supply team.

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Do not underestimate the value of bread…….

……even a crouton counts.