Design development for a billboard and city light (with a socially significant message)

Company Name:  Sem Ecopack

Company Activity:  production of eco-packaging for a wide range of products made from pulper cardboard.

Product/Service Description:  the company offers environmentally friendly packaging that replaces plastic in many areas. Our products include containers for fruits and vegetables, as well as various trays for berries, melons, kiwis, and other products.

Distribution Channels and Sales Geography:  Ukraine, Europe.

Target Audience Profile:  

In developing this layout, we need to reach and engage mothers who buy fruits and vegetables for their children, as well as potential buyers ranging from young people to mature individuals. The layout should convey that it is not worth buying "health in poison," as plastic is toxic packaging. When exposed to sunlight, plastic releases toxic elements into the product inside. In this layout, we take a berry tray (plastic vs eco-friendly packaging made from pulper cardboard). Plastic should appear scary and dangerous for people, while the pulper cardboard packaging should be a positive and kind means of storing berries. A person seeing the billboard or city light should think and ask themselves why they are buying plastic and consciously decide to reject it. "The modern world is a place where with every action or choice we shape our future."

Existing or Potential Positioning:  Our main positioning is eco-friendly and safe for the consumer.

Object Being Promoted (company, product category, product, service), its description:  berry tray made from pulper cardboard. Eco-friendly and safe packaging for vegetables and fruits. No condensation forms, and the product retains its freshness longer compared to plastic.

What should be depicted on the billboard?  Paper tray with berries (should be presented in a way that highlights all its positive aspects, minimal text, maximum visual impact). Next to it, a plastic tray (as the negative character in this story, visually should evoke negative emotions in the consumer). Working slogan that can be modified: "Don't buy health in poison."

In what style should the design be executed (remove unnecessary points)? 

• strict
• dynamic
• youthful
• should be appetizing and attention-grabbing

Should there be any time limitation on the billboard (promotion)?  No.

Do you have a corporate style, logo (attach)?  Yes, I am attaching the logo.  

Where will the billboard be placed (adjacent objects)?  Near the Capital Market, as well as on social networks Facebook and Instagram, targeted advertising.