BRAND EU

I recently edited some invitation copy for an ADC workshop, in which European creatives were developing a “Pathways” game/app.

The aim of the app is to “interest young people in Europe.”

It’s pretty informative. For instance, I didn’t know the Portuguese were first to abolish the death penalty.

But for young people to be interested in Europe long-term, I feel the brand needs to exist on a larger scale.

For Pathways app details, see: https://www.eu2020.de/eu2020-en/news/article/-/2370362

 
 
 
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EU Café – LONDON OR EDINBURGH

Opened a few months after Brexit, as a leaving gift from the EU.

The non-profit cafe serves food and drinks from all 27 EU member states.

EU state national days aren’t celebrated. Instead the EU Café celebrates “Trans-National Days,” when two countries fuse their food /drink and music recipes E.g. ITALerige Day. (Italia + Sverige.) All food drink and music recipes are user-generated on social.

The EU also invites Britain to establish a “UK Café” wherever it chooses in the EU.

 
 
 
 
 
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EURO CHEERLEADERS – OLYMPICS AND WORLD CUPS

When EU countries’ teams face global rivals in the latter stages of sports tournaments, they get supported by a group of Euro Cheerleaders.

The cheerleaders march around the pitch in EU-branded kit.

Unlike American cheerleaders, the Euro versions aren’t just a bunch of female models. 

They comprise a man and a woman from the 27 member states, chosen through a global social media competition. 

This group of 54 Euro Cheerleaders includes all races, ages and disabilities.

 
 
 
 
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EU LAGERS 

Produced by three microbreweries from three EU member states, chosen by an international social media vote.

The microbrewery name and country is displayed at the bottom of the can.

At lager.eu users can track which store stocks their favourite variety. 

Part of the profit is used to offset the environmental impact of transporting the beer across Europe.

Social votes held every five years.

The initiative would support EU craft breweries, help generate European unity and strengthen EU exports.

 
 
 
 
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A FAIRYTALE FOR EUROPE’S CHILDREN – “THE PIGEON”

Available on tablet and in leading bookstores across the EU.

Story outline:

A pair of pigeons living happily in a big city. 

One gets run over by a car. 

In her grief, the widowed pigeon starts wandering aimlessly around the continent.

During her travels her story combines with characters from existing national fairytales:

  • King Midas (βασιλιάς midas - GREECE)

  • The Beast from Beauty and the Beast   (La Belle et la Bête - FRANCE)

  • Rapunzel  (Rapunzel - GERMANY)

  • Lovely Ilonka  (Kedves Ilonka - HUNGARY)

  • The Enchanted Pig (Porcul cel Fermacat - ROMANIA)

  • The Swan Maiden (Svanhamnen - SWEDEN)   

The pigeon finally flies up into the Aurora Borealis in the far north of Europe, together with the fairytale friends she’s made on her journeys.