World Vision Connecting lives

Challenge: To offer the general public the ability to experience the life of three very different children in their home environments within developing countries. World Vision – Experiential Retail, Connecting Lives.

Insight: 
To achieve the deepest level of engagement and translate a truly realistic experience to the general public, every aspect of the child’s life and surroundings needed to be analysed and recreated. 

Solution: 
The creation of three custom designed life lanes representing the physical environment and atmospheric ambiance of very different lives. The life lanes varied significantly, but all three had characteristics in common.
1 – Each experience although different in journey, started and finished together (a strategic representation of equality).
2 – Narrated walking tours allowed the general public to listen and interact with the physical environment throughout the key experience points.
3 – All of the call-to-actions and child sponsorship opportunities were achieved through passive engagement and informational activities.

A truly unique Experiential Marketing and Retail design project that was completed designed from  concept to installation. Brand origination and communications were developed to identify the creative metaphor established, Connecting Lives.

Results
: Over 3,300 people viewed the exhibition within 10 days.
 55.2% of viewers accounted for recommendation by word of mouth.
– Modular design and flat-packing allowed for multiple locations within Australia.
– Visitors collected personalised souvenirs related to the three children, and shared their experiences with friends through social media channels and Vox Pop interviews.

Gianfranco Natale – GIANI: References

My Position: Creative Director / Consultant
 Company: World Vision
Sophie Cox: former Head of Strategy at World Vision

To whom it may concern,

In my role as the Strategic Advisor for World Vision, I worked with Giani on the Connecting Lives experiential environment for just over six months. This was the first time World Vision had undertaken such a project and it posed many challenges including integrated thinking, strategic planning and practical execution.

Giani brought a unique set of skills to World Vision, and presented fresh ideas through a broad range of creative disciplines. His ability to analyse and breakdown consumer groups was vital in the production of marketing materials and he worked closely with the environment builders to ensure the concepts and plans came to life as planned.

Giani’s belief in this project was a major driving factor in its success. His technical skills and lateral thinking was demonstrated throughout the project, leaving me no doubt that these attributes would be of benefit to any creative business in the future.

I thoroughly enjoyed working with Giani and wish him every success in the future.

Yours sincerely,

Sophie Cox | Executive Officer | Vision 2020 Australia

August 27, 2008, Sophie managed Gianfranco directly at World Vision

My Position: Creative Director / Consultant
 Company: World Vision
Tony Lazzaro: Owner/Producer at Big Ears Audio

Big Ears Audio has had the pleasure of working with Gianfranco (Giani) on a wide variety of projects both small and large. World Vision “Connecting Lifes “was challenging and rewarding. He brought together the right people and elements to produce a truly memorable exprience,
 Big Ears Audio can’t wait to work with him again.
His creative vision is above the rest.He sees things differently and the clients benefit from that vision.

March 8, 2011, Tony was with another company when working with Gianfranco at World Vision

Position: Creative Director / Consultant
 Company: World Vision
Paul Prickett: Director/Owner, Involved Design & Development Agency

My colleagues and I at Involved worked alongside Giani for a number of months on World Vision’s Connecting Lives event in late 2008. Our digital work for the event drew inspiration and visual reference from the fantastic experiential design work Giani and his team had developed for the project.

We were impressed by his vision and consistently creative approach to what was obviously a mammoth piece of art direction, design and production over a long period which, given the sensitive subject matter and emotional themes being explored, resulted in a very powerful piece of exhibition design.

We’re very much looking forward to collaborating with Giani on another multi-disciplinary project upon his return to Melbourne.less

April 28, 2009, Paul worked with Gianfranco at World Vision