You work as an Account Manager in a digital marketing company and have been approached by a client to devise a marketing campaign for a brand new range of eco-friendly products, focusing on the UK market. The following will be the focus of your work:
The start-up sports shoe manufacturing company NuShu has realised that there is an emerging opportunity for an environmentally-friendly and sustainable range of sports shoes. There are shoes specialized for many sports, such as running, hiking and cycling. The range includes shoes such as The Tide Farer, The Dune Runner, The Summit Ranger and the Grove Treader. ● The shoes make exclusive use of natural and sustainable materials (i.e. cotton, rubber, bamboo fibre) for each part of their construction (i.e.upper, sole, laces). Recycled plastic waste from oceans is also used to produce some of their components. The business as a whole aims to be carbon neutral, including all methods of shipping and distribution.
The marketing campaign will focus on advertising on Earth Day. You must be very specific and non-generic in your responses. The campaign you create must be very unique, creative, and tell an interesting story. Be as creative as you possibly can. Your responses must be very detailed. Use the following structure for the marketing campaign:


High Concept: Provide an overview of the campaign, including core ideas, elements and objectives.
Narrative branding: Explain the key messaging and story of the campaign with reference to specific examples. You must use the hero’s journey structure for your story.
Visual Branding: Describe the visual elements of the brand (i.e. colour palettes, logos) with justification.
Promotion channels: Explain and justify which channels of promotion will be used for the campaign.
Campaign components: Provide a clear and definitive overview of campaign components and characteristics.