Naked and Arup win BEIIC brief
Naked Communications and design agency Arup have jointly won a brief for the Federal Government’s Built Environment Industry Innovation Council.
The announcement:
Recently Naked Communications Melbourne joined forces with global design firm ARUP to pitch for and win a strategic think piece commissioned by the Federal Government’s Built Environment Industry Innovation Council (BEIIC) to promote sustainable living.
The competitors for the work were an advertising agency, and a research agency, indicative of the continuing fragmentation of the ‘ideas’ space.
Naked Communications and Arup won the pitch by harnessing the latest thinking from behavioural psychology and sustainable design and applying these principles to an idea that would inform and persuade as it entertained. “The world of sustainability is laden with worthiness and confusion. We’ve simplified the task down to some core behavioural principles, and will be doing our best to make the topic sexy and engaging. The central idea mechanic is a TV program that requires substantial audience participation,” Adam Ferrier, Consumer Psychologist and Founding Partner of Naked Communications said.
Frankie Ralston-Good, Naked Communications Melbourne Managing Director said “It’s a really exciting project for Naked Melbourne. We’ve invested heavily in psychological insights, and it’s great to see them applied to such an innovative project.”
Emma Synnott of ARUP said “We’ve enjoyed working on this project with BEIIC, and we’re enthralled by the positive reaction from the BEIIC board. They have unanimously supported the unconventional initiative and have agreed to endorse its development.”
Source: Naked Communications press release
So cool. What a great project. Go Frankie!
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