Design Sprint:
Time: 3 days
Client: World Wildlife Fund: Beef Industry
Location: Caras Park, Missoula MT (Farmers Market)
Concept: ““Beef production requires a lot of land, water, and energy, and generates considerable waste. It is thus essential to improve its sustainability globally (wwf.org).” With this in mind, we wanted to create the campaign ‘Manure Matters’ to raise awareness around the beef industry that can begin the healing process of the land. We conducted some research and found that manure is not being utilized to its full potential. Manure can be used as fertilizer, energy, paper, and building materials to name a few. We first decided that we wanted to create a manure sculpture as a form of guerilla advertising because wherever we placed the sculptures, they would be benefiting the environment. This is possible due to the fact that once it rains, these sculptures will begin to break down and fertilize the soil that they are placed on top of. As such, our advertisement is not only relaying a message to the public through the words on top of the sculpture but also through the way that it interacts with the land as it degrades. We thought that sculpting a calf would be the best way to relay the message to the viewers since we are talking about the beef industry. This juxtaposition of the manure, the cow, and the location is ironic and odd enough to catch the attention of people passing by. In conveying our message in words, we needed something short and to the point: “Sustainability Starts at the Soil”. We didn’t want the tagline to include ‘manure’ since this might potentially deter people from observing it more carefully. But once you get closer, you can read the next line of text that says; “Manure, Nature’s Fertilizer”. And following that is the hashtag: #manurematters. Upon looking up this hashtag on Instagram, viewers would be taken to the project’s Instagram page and from there navigate to the website to learn more about the importance of manure for sustainability. One more feature that we included on the website was to create a place where people could actually purchase these manure sculptures for their own purposes to create more publicity.
Designed by: Marie Steiger and Ashley Gangle