Creative Approach

Christmas is recognized as a time for hope. So, why not start with Christmas as the right  time for change? Why not mold this tradition to meet with the actual necessities the world has today? The picture represents this change. A lifetime of Christmas represented by a pattern of red balls -being red balls the symbol of tradition- interrupted by a gold and green ball that stands for sustainability. The picture implies continuing the pattern from a different perspective, one that is aware and committed with today’s context.

To arrive at this creative approach, the target audience was also taken into consideration. Gen Xers and Millennials are both generations that have been protagonists of change and that have experienced the technological explosion of the internet and social media in an active way. It could be said that they are living a time where breaking the “rules” is what is expected. So it is appropriate for the gold and green ball to represent this generation. 

Composition decisions 

Retaking sustainable consumption as a concept, it is also related to “doing more and better with less.” (Sustainable Consumption: Definition and Complexities, 2013). Since the brief mentions a custom that needs to be modified, a pattern felt like a good way to represent this tradition. Also, there are 12 Christmas balls simulating the 12 months of the year, being December (Christmas),  number 12. The month where change is of order.

The picture is complemented with a message, referring to upcycling Christmas. Upcycling is one of the actions one can develop to practice sustainable consumption. “Through upcycling value/quality of the product is improved by making a superior product. (Dervojeda et al., 2014)”. The textile industry today is the second largest polluter of clean water after agriculture, and many fashion companies exploit textile workers in the developing world. Therefore, upcycling felt  like a good concept to make reference to in the message.  

Sources used

Sustainable Consumption: Definition and Complexities. (2013, September 25). Retrieved from https://study.com/academy/lesson/sustainable-consumption-definition-and-complexities.html.