ProPortion has been asked to develop ideas for a CSR community campaign for FrieslandCampina fitting under one of the pillars of their CSR strategy. The program should be scalable towards 25 countries and have a streamlined messaging and target group activation. More about the challenge can not be published at this time.
ProPortion has set-up a diverse team of creatives, who brainstormed for 4 hours. For this brainstorm, the ProPortion model has been used where the target group is put centrally (in stead of milk), and where 10 different ‘portions’ stimulate to create ideas outside dominant logic. The portions that had the most resonance with the target group are then being selected. With those selected portions, concrete ideas are generated: smart and effectives combination of portions is what we call a ‘Pro-portion’.
Brainstorm with Muriel, Lieke, Eveline, Merel and Thomas