After the one day brief to generate ideas individually about how we can teach people to waste less we just continued as a group to build on ideas. We all said as a group that we are quite interested in having a few outcomes, perhaps a short film, some print material etc etc. We came up with this ‘fake shop’ idea which we all really liked; building a brand identity around this idea of use less- waste less, we wanted to make it quite comical rather than being serious, we thought this way we could incorporate a variety of disciplines/mediums.