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Got Drought?

GotDrought? began as a concept for a few billboards and blossomed into a statewide campaign, aiming to draw parallels between industrialized animal agriculture and the drought in California. Did you know that the choices you make could potentially save over 3,000 gallons of water? That saves a whole lot more than taking a short shower or pulling your lawn out! Industry and lawmakers refer to the drought in California as a “long-term problem” but so far have only offered short-term solutions such as “if its yellow, let it mellow”. The GotDrought campaign strives to motivate Californians to send a message to our industrial agriculture industry “Let’s milk a few less cows and save the world!” STRATEGY: Vegan activism has one big fault; it appeals mostly to people who are already vegan, alienating the group they want to reach. People who feel like they’re being shamed are likely to become defensive or just turn off. I might even say nobody changes themselves so drastically in response to being scolded. GotDroughts messaging, rather than giving the standard “you’re wrong for doing this” message, gives the public sets of simple choices on how they can save water; domestic choices that require drastic lifestyle […]
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Wine Profiler

A system for identifying flavor profiles for wine. The demographic of wine drinkers is no longer stuffy collectors or monocle-wearing aristocrats, it’s people from all walks of life who want to enjoy these cultural artifacts. They’re younger and thirstier too. But there is one problem; unless one has formal knowledge about wine there is no way of identifying what any of these wines taste like, aside from the information on the bottle, which reads more like a romanticized sales pitch. This system utilizes ten attributes, also used in professional wine tasting, to display a unique shape in which consumers can identify the flavor of a wine in a retail environment. This system is applied to retail wine tags, templates which can be used for notation as well as wine tastings, a booklet which explains the system as well as fundamentals of wine tasting and pairing, and a website, which allows consumers to find a wine that fits their prospective flavor profile. The website works in the reverse order of the retail tags. Users manipulate the ten different facets of the graphic device to define the flavor profile they are looking for; the wines that match that criteria are listed as […]
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