Senspoint-Capability-Brochure.Pdf

senspointdesign.comsenspointdesign.com SENSPOINT CREATES IMPACT IN EVERY SENSE OF A BRAND.

Senspoint is a full-service experiential We partner with our clients holistically and marketing and multi-sensory branding agency. become part of their team by bringing vast We listen, we strategize, and we tell stories. industry expertise & knowledge, cheerful We create impact with all five senses at the personality, impeccable attention to detail, forefront of our process so brands speak for and relentless vigor. themselves. SENSPOINT IS DIVERSE From creative branding to immersive sensory experiences and everything in between. AND INCLUSIVE. Our core values are equity, diversity, and universal inclusivity and accessibility. We specialize in food & beverage but frequently accept challenges in many other industries.

Dr. Hoby Wedler Jody Tucker Justin Vallandingham

SENSORY INNOVATION CREATIVE OPERATIONS & DIRECTOR DIRECTOR TECHNOLOGY DIRECTOR

United States Senspoint is a global agency in every sense of the word. with fluency in English, Spanish, Italian, Czech, Russian, Canada Mexico Our clients span a wide range of industries. Mandarin, and Norwegian. We have central offices in California, the state of Georgia, We have active projects in North America, Australia, NORTH AMERICA CARIBBEAN and Australia. We have partners throughout Europe, from Europe, and Asia. By meeting virtually and in-person, we United States Canada Italy to the Czech Republic. Our team is multi-lingual can create experiences and brands anywhere in the world. Puerto Rico Mexico

CARIBBEANCENTRAL/SOUTH AMERICA

PuertoVenezuela Rico Argentina

EUROPE CENTRAL/SOUTH AMERICA England Poland VenezuelaFrance ArgentinaScotland Germany Slovakia Italy Switzerland EUROPEIreland Wales Norway England Poland France Scotland GermanyMIDDLE EAST Slovakia Italy Switzerland Ireland Wales Israel Norway

ASIA MIDDLE EAST China Singapore Israel Hong Kong South Korea India Taiwan Japan Thailand ASIAMalaysia

China Singapore Hong Kong South Korea OCEANIA India Taiwan Japan Thailand Australia Malaysia New Zealand

OCEANIA AFRICA Australia South Africa New Zealand

Ace Hardware Disability Rights Advocacy Learning Ally Slanted Light AGC Dustbowl Brewing Company Lighthouse for the Blind Solomon R. Guggenheim American Chemical Society Dutton Estate Winery Louisiana Association Foundation Apathy Earle Baum Center of the Blind for the Blind Specialty Coffee Association Balletto Vineyards Edelman Luxury Marketing Council Stones Green Ginger Wines Barilla Fetzer McGuigan Wines Summit Marketing Group Bell-Carter Foods Francis Ford Coppola Presents National Federation of the Blind Supherb Farms Berri Fruit Juices The French Laundry Nomura Research Institute Tabio Birch Coffee Future Food Institute Notre Vu Vineyards Target Blooming Brands Google O’Donnel Lane Texas Hospitality and Lodging Breville Hardys Wines Ornellaia Association California Craft Beer Harvard Alumni Association Panasonic Thimus Association Highwire PR People of Shibuya Track 7 Brewing Company California Institute of Wine Hopmunk Tavern PMG North Bay Treasury Wine Estates California State University, IDEO Polynesian Cultural Center University of California, Davis Channel Islands Il Vagabondo Pride Mountain Winery The Vatican The Charlie Palmer Collective Inman Robert and Margaret Mondavi 52 Ltd Clifton Coffee Roasters The Institute of Institute for Wine and Food Colangelo & Partners PR Masters of Wine Science Cocktail Artisans Jackson Family Wines Rodney Strong Wine Estates Constellation Brands Kroger Safeway Corley Family Napa Valley La Patard San Francisco State University Culinary Institute of America Landry’s Sierra Nevada Brewing Curiosity Atlas Company

STRATEGY CREATIVE MARKETING EXPERIENTIAL PRODUCTION

• Brand/Product • Branding • Strategy • Taste & Flavor Analysis • Photography • Development • Packaging • Direct Marketing • Sales Training • Videography • Brand/Product Refresh • Collateral • Public Relations • Sta Development • Scriptwriting • Recipe Formulation • Signage • Advertising • Tasting in the Dark • Art Direction • Launch Strategy • Point of Sale • Media Planning & • Consumer Events • Print Management Placement • Company Culture • Website & Digital • Social Media • Go To Market • eCommerce

Overview The Task

Barilla Inc. is the largest pasta and sauce Barilla Inc. reached out to Senspoint to design company in the world. Running large operations and execute a series of tasting experiences in over fifty countries is very demanding and that would assist the Barilla employees in the requires the efforts of thousands of employees. United States in better understanding the new Barilla Inc. develops new products frequently. line of sauces including the story behind them, the ideas which generated them, and its super Barilla North America aimed to launch a brand premium niche in the ever-growing and ever- new line of sauces in the United States near changing sauce market. Each sauce has a the end of 2019. These sauces are positioned “hero ingredient”, one ingredient featured “front as a super-premium brand and Barilla sees and center” in the sauce and on the package. it important that their employees have a All hero ingredients are sourced from specific strong understanding of them including their regions of Italy and the new sauce is made origin, their story, and what sets them apart in a traditional Italian method in Parma, Italy. in the marketplace. Furthermore, Barilla This relationship led to Barilla working with wanted to build a very impactful launch event Senspoint to build the mood book for the sauce for influencers and media in the heart of line and to build and execute a launch event Manhattan. featuring the sauce for key influencers and media.

The Outcome

Senspoint curated, prepared, and executed two Senspoint also designed, created, and delivered experiences, each with approximately 60 Barilla a mood book document for these sauces. This employees, to help familiarize participants mood book spelled out all visual parameters with the brand new line of sauces. We used for representing any and all sauces as they a proprietary tasting technique developed by would appear in all visual media including Dr. Hoby Wedler which includes temporarily advertisements, marketing campaigns, etc. removing the eyesight of all participants using Finally, in collaboration with Edelman, we a blindfold. One benefit of this technique is that designed and executed an exclusive brand participants are not distracted by their mobile activation for media and influencers from devices, computers, etc. and are more equipped around New York City and the tri-state area. to focus on what they hear, feel, taste, and smell. Barilla requested an experience revolving Participants said they felt a new level of around all five senses. To build the most ownership and passion for Barilla products. impactful experience possible, members of the They also expressed a newfound ability to Senspoint team, including Dr. Wedler, travelled describe Barilla products and, ultimately, throughout Italy to gather hero ingredients and represent the brand in a more authentic, learn about each hero ingredient’s region and genuine way. how it is produced.

Senspoint designed an evening beginning with Once the tasting portion of the evening guests tasting Italian Prosecco in a stark white concluded, before removing their blindfolds, “waiting lounge” to deprive their senses. Guests guests were invited to describe their were then blindfolded and led completely in impression of the room. They eagerly described the dark into the event space where they were it as being empty, having high ceilings and seated at long tables. hard surfaces, and being cavernous. They removed their blindfolds to find they sat in a Dr. Wedler then led the guests through a space ornately decorated with art installations journey of the sauces using all non-visual perfectly highlighting the Vero Gusto line. senses including sound, taste, smell, and touch. Guests embarked on a tasting tour Guests were invited to taste passed bites through Italy where they examined each containing the “hero ingredients”, enjoy hero ingredient along with its corresponding cocktails crafted and inspired with each sauce. Hero ingredients were sourced by the ingredient in mind, to sit in a chair made of Senspoint team from Italy. While in Italy, Dr. fresh herbs to represent the Mediterranean, and Wedler interviewed many stakeholders around so much more. This experience utilized each of the hero ingredients and played sound bites of our five senses to tell an inspiring, eye-opening, those interviews as well as general sounds of and unique story of exciting new product in the Italy during the experience. marketplace.

Overview The first year of collaboration was successful for all and both parties engaged Colangelo & The Solomon R. Guggenheim Foundation runs Partners, a global PR firm, to arrange a media/ the Solomon R. Guggenheim Museum which press event. has showcased art to the public since 1959. One philosophy of the Guggenheim family is to The Task make the world a more accessible and inclusive place, a value which they share deeply with In this four-way collaboration, Ornellaia and Senspoint Design. They developed a program the Solomon R. Guggenheim Foundation called The Mind’s Eye wherein their goal is to sought the support of Colangelo and Partners, make the art in their collection more accessible a premier US-based wine and spirits public and available to the blind and visually impaired relations firm, to feature this partnership to key community. They implement this through highly members from the press in the wine and art curated and detailed verbal descriptions of the sectors. Colangelo and Partners reached out to art paired with so-called “touch objects” which Senspoint because they knew of our abilities represent the texture of the art. All guests at to straddle the fine intersection between art Guggenheim museums are strictly prohibited and science through experience design. The from touching the art in their collection. sensory experience was co-delivered by Dr. Hoby Wedler, Senspoint Co-Founder and In 2018, a partnership was formed between Sensory Innovation Director, and Axel Heinz, Ornellaia Wine Company (Tuscany, Italy) and Director of Wine Education for Ornellaia. the Solomon R. Guggenheim Foundation in which Ornellaia would auction off large format The goal of the evening was to engage bottles of their wines labeled with drawings by key influencers in the press regarding well known artists and donate the proceeds the partnership between the Solomon R. to the Solomon R. Guggenheim Foundation to Guggenheim Foundation and Ornellaia fund the Mind’s Eye program. Wine Company.

The Outcome

During and after the evening’s festivities, many invited guests approached the organizers and informed us that this was one of the most memorable events they have attended in a long time. The event resulted in a flattering article which appeared in Barron’s Penta as well as a review of the evening published in Wine Spectator.

Ultimately, Senspoint views this as a very successful collaboration which generated extremely positive media coverage for Ornellaia, the Solomon R. Guggenheim Foundation, and Senspoint.

PARTNERING WITH DAVE MATTHEWS, DREAMING TREE WINES, AND THE CULINARY INSTITUTE OF AMERICA TO CREATE IMPACT THROUGH WINE AND MUSIC.

Overview The Task

We often think of pairing wine and food, but The task was to create an impactful, what else can wine pair with? Dr. Hoby Wedler, interesting, and creative tasting experience Sensory Innovation Director at Senspoint where the tasting notes of the wines at hand and adjunct faculty member at the Culinary would literally be told by music. This was an Institute of America (CIA), was asked by the exciting opportunity to pair Dreaming Tree CIA to innovate a closing plenary lecture of wines with music from the Dave Matthews their Summit for Beverage Professionals all song book. Guests were under blindfold for about wine paired with music. The result part of the experience. When art, science, and was a partnership with Dreaming Tree Wines, emotion intersect, amazing experiences come a creative collaboration between award- to life involving every sense we have at our winning winemaker Sean McKenzie and disposal. We use eyesight to obtain 85-90% of musician Dave Matthews, to innovate a unique information from our surroundings. Senspoint afternoon of pairing wine with music from regularly collaborates with brands like the the Dave Matthews Band songbook. Dr. Ali Culinary Institute of America and The Dreaming Bouzari of Pilot R&D was also included in the Tree Wines to bring our four non-visual senses collaboration. to the table along with eyesight to create everlasting memories and highly engaging experiences which allow guests to remember brands like The Dreaming Tree and The CIA very positively.

The Outcome

During this 90-minute custom experience, Some of the comments made by attendees: attendees were blindfolded and led by Dr. “This experience changed the way I will drink Wedler, McKenzie, and Dr. Ali Bouzari of wine and listen to music forever. It was that Pilot R&D through a discussion and tasting impactful.” of Dreaming Tree wines while listening to carefully curated music. The team created this “That was the most unique wine experience experience to be emotive and memorable and I’ve ever attended. I have hosted dozens and to show participants how wine and music can attended hundreds.” pair elegantly, much like wine and food. “I had no idea that the second Rosè was the same wine! The song made it taste Pairing wine with music creates an absolutely different. I thought it was a white experience much like pairing wine with food wine and definitely not a rosè.” where each component of the experience

complements the other. “I never thought experiences could be so WINE & SONG PAIRINGS Thank you for joining us for this exciting session – a partnership with Dave Matthews and Sean McKenzie of Dreaming Tree Wines along with the Culinary Institute of America for an innovative afternoon of pairing wine mind opening and game changing. Now I do. with music from the Dave Matthews Songbook. — Dr. Hoby Wedler, Senspoint & Dr. Ali Bouzari. This was the first ever wine and music Best-ever wine tasting I’ve attended.” pairing-specific event offered at The Culinary Pairing 1 Pairing 2 Dreaming Tree Dreaming Tree Institute of America. Senspoint’s expertise Sauvignon Blanc Pinot Noir Song Pairing: Do You Remember Song pairing: Samurai Cop from Come Tomorrow (Oh Joy Begin) “Imagine being released from from Come Tomorrow school for summer vacation, “Dave reminds us in this song to in custom experiences led to this pioneering that carefree feeling. Let this cherish the small moments that pairing carry you back to that make up life, like the early days familiar, no stress mindset.” of your kids’ childhood. Sip this Pinot Noir with family and friends while you create valuable partnership. memories to carry along with you on life’s journey.”

Pairing 3 & 4 Pairing 5

Dreaming Tree Dreaming Tree Rosé Cabernet Sauvignon Song pairing: Here on Out Song pairing: Eh Hee from Come Tomorrow from Live at Piedmont Park “Dave made this wine because “Dave’s South African roots shine his wife loves Rosé; Here on Out through in this song which he is a marriage song.” wrote while visiting his homeland with family. It is rich with Song pairing: When I’m Weary emotion and tambre just like this from Come Tomorrow Cabernet Sauvignon.” “When you’re exhausted after a long day, you want someone to rest with and feel safe with. Our life partners and, for Dr. Wedler, this Rosé provides a feeling of contentment and safety.”

SEN2001122 General 2020 (7) Dreaming Tree CIA Event Card FA.indd 1 27/02/2020 11:49 AM

Overview The Task

Consumers of coffee, beer, and wine are Clifton Coffee Roasters is a coffee roastery typically aware of what they taste and smell and coffee-related equipment manufacturer in these beverages but do not often take based in Bristol, England. Caravan Coffee the time to step back and fully analyze the Company is a well-established café with four unique aroma, flavor, look, and texture profiles shops situated throughout London, England. of beverages. It often takes an experience In this collaboration, Dr. Hoby Wedler, Sensory which temporarily deprives one or more of our Innovation Director of Senspoint, worked senses to focus our minds on truly analyzing with Clifton Coffee Roasters, Caravan Coffee the beverages that we consume daily. In this Company, The Wild Beer Co., and Grape and collaboration, food and beverage professionals Grind Wines. We invited guests from the Bristol had both their hearing and eyesight temporarily area including students from The University of removed which helped them gain a new Bristol to engage in a 2-hour sensory-deprived understanding, appreciation, and excitement coffee, beer, and wine tasting. for the featured brands. Guests first used ear plugs to deprive their sense of hearing and cupped (tasted) many coffee samples offered by Clifton and Caravan. This exercise was co-led by Dr. Wedler and the director of coffee quality at Caravan Coffee Company. Next, guests were blindfolded and asked to explore the flavor, aroma, and texture of five beer and wine samples.

The Outcome

In this innovative experience guests When consuming wine and beer under temporarily lost the use of their hearing and blindfold, guests commented that they noticed eyesight while tasting a variety of beverages. much more flavor in wine and beer and loved When guests cupped coffee without hearing, the sensation of the beverages on their palate guests commented that they could hear the as they concentrated on them moving swiftly coffee sloshing around on their palates which from front to back of palate. Guests loved added to the robust, hot, coffee flavor and the the ability to concentrate more succinctly on sensation of coffee rushing into their mouth. flavor and said that this exercise would change They also commented that they relied a lot and enhance their experience of consuming more on their eyesight so found themselves beer and wine from this point forward. Guests looking at the instructor to follow her lead reacted by stating that they had never had instead of focusing on coffee flavor. When they such a mind opening experience with coffee, performed the same exercise with their hearing, beer, and wine. Furthermore, guests indicated they commented that the coffee drinking that their mindset changed significantly by experience was less rich and emotive, implying temporarily removing the sense of vision. One that temporarily removing hearing causes the enthusiastic guest stated, “I feel much more consumer of the products to engage more enlightened and like I really know what I’m deeply with the product and brand. doing now when I taste wine, beer, and coffee. Thank you for opening my mind to new heights and possibilities.”

Overview The Outcome

The A to Z Adelaide to Zero brand, created as The creative execuations and copywriting part of an initiative of the Department of the drives the full potential of the language and Premier and Cabinet for the Government of vocabulary, and is therefore the ultimate South Australia, utilises compelling simplicity shorthand for not only a big idea, but also and relevance – it is the ultimate, telescopic a big conversation. The faceted typography idea: bookending our alphabet completely, and graphic, strikingly modern and simple and inherently containing every possible in its form, alludes to motion and an conversation or discourse that may arise. ever-changing evolving nature.

The “to” becomes the crossbar of the ‘A’, while a subtle downward facing arrow resides in the negative space of the ‘A’ and ‘Z’ designed to encapsulate the campaign goal entirely in the graphic.

This design is intended to be the ‘big idea’ reveal: dominant; inclusive; architectural and representative of the city. Aspirational in shape, but distinct and definitive in form. Appropriate to the language of consideration and engagement: A to Z

The creative is demonstrated through brand extension to full brand guidelines, challenge competition architecture, posters and banners, along with website styling and infographic.

What is the carbon emission profile of Adelaide?

In 2013, the City of Adelaide AUSTRALIA emitted 939,532 tonnes of greenhouse gas. Stationary Adelaide energy and transport were the main sources of carbon ADELAIDE CENTRAL BUSINESS emissions, contributing 60% DISTRICT (CBD) and 35% respectively. Waste disposed to landfill contributed 5% of Adelaide’s emissions. Carbon Neutral Adelaide boundary

1. The big picture 2. Main areas of engagement

5% 5%

43% 35% 35% 60%

9% 5% 3%

A Call To Action for Carbon Neutrality, COMMERCIAL ENERGY USE ELECTRICITY NETWORK LOSSES ENERGY TRANSPORT WASTE RESIDENTIAL ENERGY USE TRANSPORT FUELS

INDUSTRIAL ENERGY USE WASTE TO LANDFILL SOURCE: PITT & SHERRY 2015 from A to Z. SOURCE: PITT & SHERRY 2015 3. Developing our main areas of engagement

DEPARTMENT OF THE PREMIER AND CABINET: ADELAIDE’S CARBON NEUTRAL CHALLENGE FEBRUARY 2016 3

Energy consumption Transport emissions Waste to landfill Liveability Hard measurements Hard measurements Hard measurements Soft measurements 1% 1% We’re looking for ideas 0% 0.1% that can reduce emissions 14% 8% and also make our city more liveable – it could A–Z Adelaide to Zero - yourSAy web splash integration be in our parklands, 7.5% the streetscape and the intersection between the built and natural 4.5% environments as well as cultural, entertainment AMBITION and recreation To deliver Adelaide as the world’s first carbon neutral city opportunities. 74% 91% For example, increased tree canopies improve 99% the liveabilty of the city by reducing the urban heat island effect. In Adelaide, increased tree canopy cover COMMERCIAL INDUSTRIAL PASSENGER TRUCK LANDFILL WASTE WASTEWATER has been shown to decrease What is the carbon the temperature of areas of the city by up to 9 degrees. RESIDENTIAL ELECTRICITY NETWORK LOSSES MOTORCYCLE PUBLIC TRANSPORT GREENWASTE emission profile It might be you have a great idea about water, clean SOURCE: PITT & SHERRY 2015 SOURCE: PITT & SHERRY 2015 SOURCE: PITT & SHERRY 2015 green food from our healthy of Adelaide? environment or how to make our city more vibrant that By building type Public transport Landfill waste will increase the liveability in our city while making a In 2013, the City of Adelaide AUSTRALIA difference to carbon 2% 1% emissions. emitted 939,532 tonnes of 13% 12% greenhouse gas. Stationary Adelaide 25%

energy and transport were 38% the main sources of carbon 14% ADELAIDE CENTRAL BUSINESS 55% emissions, contributing 60% DISTRICT (CBD) 11% and 35% respectively.

0% 7% Waste disposed to landfill 35% 87% contributed 5% of Adelaide’s STAND-ALONE OFFICES HOSPITALS BUSES MARITIME MUNICIPAL emissions. Carbon Neutral HOTELS EDUCATION TRAMS TRAINS COMMERCIAL/INDUSTRIAL Adelaide boundary RETAIL PUBLIC BUILDINGS CONSTRUCTION/DEMOLITION SOURCE: PITT & SHERRY 2015 SOURCE: PITT & SHERRY 2012 SOURCE: PITT & SHERRY 2015 1. The big picture 2. Main areas of engagement

5% 5% 4. What are we looking for? Our process identifies seven value creations against which we will evaluate the validity and effectiveness of any proposed competition entry. They are as follows:

43% 35% 35% 60% 1. Significant Impact

2. Cost 9% 7. Visibility effectiveness 5% 3%

COMMERCIAL ENERGY USE ELECTRICITY NETWORK LOSSES ENERGY TRANSPORT WASTE How can you RESIDENTIAL ENERGY USE TRANSPORT FUELS get involved? INDUSTRIAL ENERGY USE WASTE TO LANDFILL SOURCE: PITT & SHERRY 2015 3. Econonic Submit your idea today 6. Credibility benefit for South Australia adelaidetozero.yoursay.sa.gov.au SOURCE: PITT & SHERRY 2015

3. Developing our main areas of engagement ©2016 Tucker Creative: 57c Kensington Road, Norwood, SA, 5067 T +61 8 8331 1700 F +61 8331 1222 Copyright © 2020 SENSPOINT 5.| Engagementsenspointdesign.com4. Co-benefits | 23

5. What is the selection criteria? Energy consumption Transport emissions Waste to landfill Liveability Hard measurements Hard measurements Hard measurements Soft measurements ELIGIBILITY CRITERIA JURORS’ GUIDANCE 1% 1% We’re looking for ideas 0% 0.1% that can reduce emissions 14% 8% and also makeE1. Projectour city appears to be technically feasible With the limited information provided, there do not appear to be any technical fatal ﬂaws more liveable – it could presented. For example, it is not a perpetual motion machine or similar! be in our parklands, 7.5% the streetscape and the intersectionE2. betweenProject will reduce carbon emissions The impact of the Project will be that emissions from Energy, Waste or Transport are reduced within the built andwithin natural the City of Adelaide (CBD + North the City of Adelaide. Other emissions reductions might be considered after review but it is these 4.5% environmentsAdelaide as well + (Parklands) three priority areas that are of most interest. as cultural, entertainment and recreation opportunities.E3. Project can be primarily delivered within The Project itself does not need to be delivered within the boundaries of the City of Adelaide but South Australia should be primarily delivered within South Australia. 74% 91% For example, increased For instance, parts might be manufactured elsewhere in SA but installed in the city, or waste might tree canopies improve be taken from the city and utilised in an innovative way elsewhere within SA. 99% the liveabilty of the city by reducing the urban heat island effect.E4. In Adelaide, Project appears to be innovative and Whilst it is impossible for the Jurors to know whether the Project is entirely innovative, to the best increased treeoriginal canopy cover of your knowledge is the Project something that does not appear to have been done globally in the COMMERCIAL INDUSTRIAL PASSENGER TRUCK LANDFILL WASTE WASTEWATER has been shown to decrease same way as proposed? the temperature of areas of the city by up to 9 degrees. RESIDENTIAL ELECTRICITY NETWORK LOSSES MOTORCYCLE PUBLIC TRANSPORT GREENWASTE E5. Entrant is willing to enter into a local Where the entrant is outside of SA, is the proposal structured so that it can be delivered with a local It might be youpartnership have a great in the delivery of the project partner company? idea about water, clean SOURCE: PITT & SHERRY 2015 SOURCE: PITT & SHERRY 2015 SOURCE: PITT & SHERRY 2015 green food from our healthy environment or how to make our city more vibrant that By building type Public transport Landfill waste will increase MERITthe liveability CRITERIA JURORS’ GUIDANCE in our city while making a 2% 1% difference to carbon 12% emissions.M1. An innovative solution that will help the Has the potential to deliver a unique low carbon solution in Adelaide that might later be exported 13% City of Adelaide to become the world’s ﬁrst to other cities. 25% carbon neutral city.

38% M2. Reduces emissions in the City of Has a material impact on emissions within the city boundary with respect to Energy, Waste or 14% Adelaide. Transport.

55% M3. Improves the liveability of Adelaide and Has the potential to have a signiﬁcant impact to how people live in Adelaide if adopted widely. 11% the lives of our community.

M4. Develops new partnerships, attracts Delivers economic development beneﬁts to the city. 0% 7% investment and creates opportunities for 35% 87% local business, new economy jobs, and industries. STAND-ALONE OFFICES HOSPITALS BUSES MARITIME MUNICIPAL M5. Strengthens entrepreneurial and Has the potential to drive or inspire further low carbon innovation activity. HOTELS EDUCATION TRAMS TRAINS COMMERCIAL/INDUSTRIAL innovation capacity in low carbon technologies, renewables and clean RETAIL PUBLIC BUILDINGS CONSTRUCTION/DEMOLITION technology. SOURCE: PITT & SHERRY 2015 M6. Provides a catalyst for local action and Engages the community in a way that has the potential to have a signiﬁcant impact on emissions. SOURCE: PITT & SHERRY 2012 SOURCE: PITT & SHERRY 2015 behaviour change.

M7. Has great potential but needs an initial Has a need for funding or, in other words, it is unlikely to happen without the support offered by the support to enable further development. Prize. 4. What are we looking for? Our process identifies seven value creations against which we will evaluate the validity and effectiveness of any proposed competition entry. They are as follows:

OUTCOME Adelaide certified as the world’s first carbon neutral city 1. Significant Impact

2. Cost 7. Visibility effectiveness

How can youSOURCES get involved?“Carbon Neutral Adelaide – Foundation Report.” pitt&sherry. November 2015. 3. Econonic Submit your idea today“Baseline Energy Consumption and Greenhouse Gas Emissions in Commercial Buildings in Australia – Part 1 – Report.” pitt&sherry. 2012 6. Credibility benefit for South Australia adelaidetozero.yoursay.sa.gov.au

5. Engagement 4. Co-benefits

5. What is the selection criteria?

ELIGIBILITY CRITERIA JURORS’ GUIDANCE

E1. Project appears to be technically feasible With the limited information provided, there do not appear to be any technical fatal ﬂaws presented. For example, it is not a perpetual motion machine or similar!

E2. Project will reduce carbon emissions The impact of the Project will be that emissions from Energy, Waste or Transport are reduced within within the City of Adelaide (CBD + North the City of Adelaide. Other emissions reductions might be considered after review but it is these Adelaide + (Parklands) three priority areas that are of most interest.

E3. Project can be primarily delivered within The Project itself does not need to be delivered within the boundaries of the City of Adelaide but South Australia should be primarily delivered within South Australia. For instance, parts might be manufactured elsewhere in SA but installed in the city, or waste might be taken from the city and utilised in an innovative way elsewhere within SA.

E4. Project appears to be innovative and Whilst it is impossible for the Jurors to know whether the Project is entirely innovative, to the best original of your knowledge is the Project something that does not appear to have been done globally in the same way as proposed?

E5. Entrant is willing to enter into a local Where the entrant is outside of SA, is the proposal structured so that it can be delivered with a local partnership in the delivery of the project partner company?

MERIT CRITERIA JURORS’ GUIDANCE

M1. An innovative solution that will help the Has the potential to deliver a unique low carbon solution in Adelaide that might later be exported City of Adelaide to become the world’s ﬁrst to other cities. carbon neutral city.

M2. Reduces emissions in the City of Has a material impact on emissions within the city boundary with respect to Energy, Waste or Adelaide. Transport.

M3. Improves the liveability of Adelaide and Has the potential to have a signiﬁcant impact to how people live in Adelaide if adopted widely. the lives of our community.

M4. Develops new partnerships, attracts Delivers economic development beneﬁts to the city. investment and creates opportunities for local business, new economy jobs, and industries.

M5. Strengthens entrepreneurial and Has the potential to drive or inspire further low carbon innovation activity. innovation capacity in low carbon technologies, renewables and clean technology.

M6. Provides a catalyst for local action and Engages the community in a way that has the potential to have a signiﬁcant impact on emissions. behaviour change.

M7. Has great potential but needs an initial Has a need for funding or, in other words, it is unlikely to happen without the support offered by the support to enable further development. Prize.

OUTCOME Adelaide certified as the world’s first carbon neutral city

SOURCES “Carbon Neutral Adelaide – Foundation Report.” pitt&sherry. November 2015. “Baseline Energy Consumption and Greenhouse Gas Emissions in Commercial Buildings in Australia – Part 1 – Report.” pitt&sherry. 2012 Case Study: Share.

Overview The Task

The sharing economy (sometimes also Extending from brand strategy, to logo, website, referred to as the peer-to-peer economy, infographic, banners, and presentations, the mesh, collaborative economy, collaborative brand device explores – directly or indirectly – consumption) is a socio-economic system the required outcome of the challenge process: built around the sharing of human and physical to engage; to collaborate; to create. resources. Senspoint believes this to be the central It includes the shared creation, production, tenet behind the collaborative economy distribution, trade and consumption of focus intention: to turn ‘consumers’ into goods and services by different people and ‘collaborators’, and thence into ‘creators’. organisations. The Outcome These systems take a variety of forms, often leveraging information technology to empower The Share brand device demonstrate motion in individuals, corporations, non-profits and status... the interconnected colours and discs government with information that enables emulate a universal input, dependency on each distribution, sharing and re-use of excess other to evaluate, and ultimately generate a capacity in goods and services. positive outcome. The device heroes the Share brand by highlighting the “S’ as recognizable, A common premise is that when information universal symbol for collaboration: interwoven; about goods and services is shared, the value interdependent; infinite. of those goods and services increases - for the business, for the individual, and for the The infographic, visualises the idea of the community. shared economy; that there is greatness through the implementation of discrete, individual resources across the community.

Unlocking the full and latent potential of assets, ownership, distribution and community to championing access over ownership.

A SHARED EXPERIENCE. ENGAGE o COLLABORATE o CREATE

A SHARED EXPERIENCE.

DEPARTMENT OF THE PREMIER AND CABINET: COLLABORATIVE ECONOMY CHALLENGE & CHALLENGE HUB BRAND DEVELOPMENT 20 DECEMBER 2016 18

Unlock the full and latent potential of assets, ownership, distribution Share – social media profileand community. images Champion access over ownership. Unlock the full and latent potential of assets, ownership, distribution and community. Champion access over ownership. ENTRIES NOW OPEN

ENGAGE o COLLABORATE o CREATE share.yoursay.sa.gov.au 2. FROM CHALLENGES TO SOLUTIONS 1. THE 2000s NOW Asset Heavy Asset Light OPPORTUNITY Areas for transition Idling Capacity Efficiency untapped social, economic, environmental assets Ownership Access Extended assets Typography Simplify Introduce Remove Liberate Experiences Trust Middlemen Access

An economic model based on sharing underutilised assets or services, for economic, social or environmental value.

3. THE MOVING PARTS

Production: Consumption: Design, production & Maximum use of assets distribution of goods through efﬁcient models through shared networks and mutualised resources 4. THE BIG DISRUPTION SHARE Finance: Education: P2P banking & crowd Open education & P2P driven investment models learning models that decentralise that democratise ﬁnance education G OTHAM ROUNDED BOLD The balance of the marketing mix for every industry it touches. Price-points are upended. Product has a new set of metrics: • Quality gets a new premium • Standardisation and consistency can matter more or less • Place is reconsidered as a new point of access; and • Promotion has changed as ‘sharing’ engenders a new means of 6. AND HOW? trial and exposure. The Sharing Evolution: 1. Connect to share information

2. Connect people to each other 5. WHY NOW?

3. Connect to share daily thoughts and media

C OLLABORATIVE ECONOMY CHALLENGE4. Connect to access and share resources

Massive paradigm shift in how we live, work, play, travel, create, learn, bank and consume… A VENIR CONDENSED DEMI BOLD Tech Innovation + Values Shift + Economic Realities + Environmental Pressures

THE BIG BENEFIT CopyrightThe transformative© 2020 nature SENSPOINT of latent utility reimagined | senspointdesign.com as valuable resource, infrastructure or | 26 Extended assets Typography asset for competitive and community advantage. In short, opportunity gained, not wasted.

THE VOCABULARY 1. COLLABORATIVE ECONOMY 2. SHARING ECONOMY 3. COLLABORATIVE CONSUMPTION An economic system of decentralised networks A system based on sharing underused assets The reinvention of traditional market and marketplaces that unlocks the value of or services, for free or for a fee, directly behaviours – renting; lending; swapping; sharing; under-used assets by matching needs and haves from individuals. This can include bartering; gifting – through technology, taking SHARE in ways that bypass traditional middlemen. peer to peer exchange. place in ways and on a scale not possible This includes collaborating for common before the internet. ©2016 Tucker Creative: 57c Kensington Road, Norwood, SA, 5067 T +61 8 8331 1700 F +61 8331 1222 G OTHAM ROUNDED BOLD good and mutualising assets.

ENTRIES NOW OPEN share.yoursay.sa.gov.au C OLLABORATIVE ECONOMY CHALLENGE A VENIR CONDENSED DEMI BOLD senspointdesign.com [email protected] +1 707 338 3692

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