MEET DARWIN
Introducing Darwin - he is a nonchalant, cool character that strolls through time with a very knowing demeanour; he’s already been there, done that. As his name implies (referencing Charles Darwin), he has mastered the theory of evolution, living on way past the last official sighting in 1662. Much like the ZX Flux, Darwin has acknowledged that in order to prosper and establish the stability needed to achieve his goals, he must ‘change’, adapting to life, although still keeping his DNA true to himself.
Darwin is always one step ahead of the rest of the world; wearing his ZX Flux that gives him the stability he needs to live it up! Essentially Darwin has every t-shirt there is to own, whether it be associated with the first steps on the moon, or the invention of telecommunication - our dodo has already seen it and surpassed it. Darwin is always comparing landmark moments of man with the evolution of his ZX Flux - his wardrobe’s only stable.
His attitude encapsulates this by coming across as bored and apathetic. In one word: “MEH!”.
TV ADVERT / YOUTUBE PREROLL:
Other Scenarios:
Pirates
We open on the POV of a pirate looking at a tropical island through his telescope. Disembarking, the pirate refers to his tattered map, with a crew ready to dig.
Before he can point them in the right direction we hear a familiar Sat-Nav announcement “You have reached your destination!”
The captain looks over his map to where the sound has come from…
“MEH!” Darwin proclaims, as he stands next to the treasure chest they seek.
Invention of the Wheel
Taking it back to prehistoric times, a caveman is finishing his finest accomplishment, the wheel.
As he is proudly smoothing it off, he hears a strange noise, one that he has never heard before…“Beep, beep”
He looks round to find Darwin the dodo standing there, electronic car key in hand.
“MEH!”
DARWIN'S SOCIAL PLATFORMS: FACEBOOK
Darwin’s fan page on Facebook would be populated with his own content, including a gallery of his ‘selfies’, the campaign videos and a page promoting the ‘Dodo Yoself’ app. Key dates of the campaign would be visible on the timeline at the side of the fan page; from 1969 when the moon landing film content would be visible to users, to 1662 when the last official sighting of the dodo was... or so everyone thought.
DARWIN'S SOCIAL PLATFORMS: INSTAGRAM
Tapping into the current trend of ‘selfies’, Darwin would post on his Instagram account photographs of himself posing in breaking news stories.These background images would be sourced from global news feeds alongside imagery, tying into established Darwin narratives. Darwin would also post regular WOMFT (What’s On My Feet Today) updates featuring the ZX Flux.
Once Darwin is established as a meme in his own right, he can start to invent and share humorous takes on other Internet standards, like YOLO memes, etc.
DODO YOSELF APP
As the campaign progresses and viewers are familiar with Darwin’s character, to further reiterate the fact that he is always one step ahead of the game, we propose producing an app where users can apply a dodo taking a ‘selfie’ across any photographic scene, complete with “MEH!” sound effects.
The app will encourage users to make their own ‘MEH!’ scenario that incites sharing on social media channels. A photo of anything can be made to look as if it is not as impressive, as Darwin the dodo has already seen and done it before.
By linking the app to photos stored on the user’s phone, they will be able to position an image of the dodo taking a ‘selfie’ on a transparent layer over the top. As soon as the ‘send’ button is pushed to send the image to any other mobile device or social media platform, you will hear a “MEH!”.
There will also be a “MEH!” sound on cue feature, where users can make any social situation look or sound unimpressive, as if it’s nothing they haven’t seen before.
