Opdrachtgever: The Rainforest Alliance
Doelgroep: Rainforest Alliance co-workers
Onderwerp: Introduction of the Innovation Department
TITEL: We’ll make
an innovator out of you
VIDEO INNOVATION DEPARTMENT
EXT: MARKS PORCH OUTSIDE HIS HOME – NOON
MARK sits on his porch in his rocking
This is Mark. Mark
is an idealist. He wants to make the world a better place. He knows all about agriculture,
loves to help people and enjoys his coffee much better knowing it’s grown and
harvested in a sustainable way, all of which are reasons why (CONT’D)
EXT: FARMING FIELD IN
THE BOLIVIAN RAINFOREST – NOON
In the heart of the
rainforest, a FARMING FAMILY is working their field. They look happy.
Mark joined the
Rainforest Alliance as an intern, determined to help Bolivian farmers by
training them in methods that boost their coffee production.
But despite all
his efforts, the farmers are still struggling.
faces go dull.)
Even though they
have come a long way, commodity price fluctuations and increasingly erratic
rainfall patterns due to climate change still cause many sustainable farmers to
live in poverty.
And that – is not –
INT: MARKS SMALL LIVING ROOM – LONG AFTER
MARK sits behind his candle lit desk. Loads
of papers everywhere, schematic drawings on the walls, the works.
VOICE OVER (CONT’D):
So Mark decides to
help them out and comes up with a plan that involves
a variety of overly
some eloquent but
slightly cliché oneliners about redistributing wealth,
a trip to the
office in La Paz, (CONT’D)
OFFICE – DAYTIME
sitting at his desk, looks up at MARK barging into his office.
VOICE OVER (CONT’D):
barging in with
his boss, making a long, emotional statement,
arguing that the
answer to the problem will be a sizeable fund from which the farmers shall be
compensated in case of misfortune
– only to see his boss
calmly drink his coffee from a huge mug,
glancing at the management
shaking his head,
replying the fund
won’t nearly be solid enough to last for six months,
all before concluding
with a friendly word of advice:
“Why don’t you consult
some experts first?” (CONT’D)
FIELD IN THE BOLIVIAN RAINFOREST – LATE AFTERNOON
We see the
FARMER FAMILY again, on their land. Everyone now looks into the camera, as if
something is finally going to happen.
While Mark is pondering
his next move and the farmers in their fields are getting weary in
anticipation, another day is drawing to its close.
Some experts just
doesn’t sound like enough now, or does it, Mark? Of course not. Each and every
expert must be heard. A meeting must be called. No, not a meeting, a
conference. A summit! The best summit the world has ever seen! (CONT’D)
INT: MARKS LIVING ROOM – NIGHT
MARK sits behind his desk. An old phone is
prominently in front of him. The candle has almost burned out. He hasn’t
shaved, his shirt is untucked, his tie hangs loosely around his neck. Schemes
and documents are everywhere.
At home, behind
his desk, Mark calls anyone who may know anything about coffee, like agricultural
experts, land owners, farming associations, government officials, The World Trade
Organization, Desmond Tutu and George Clooney, exchanging documents, calendar
invites, videos of people doing yoga, many best wishes, and an inspiring, yet
discrete selection of his funniest internet memes, (CONT’D)
EXT: FARMING FIELD
IN THE BOLIVIAN RAINFOREST – DAYBREAK
FARMER FAMILY that was sleeping on the ground in their
field wakes up.
until finally a
date is set for his big Save The Farmers summit.
FARMER FAMILY jumps up, cheering and hugging each other.
BUILDING BOARD ROOM – NIGHT
MARK sits at
the far end of the very large table. All the seats in the room are taken.
People are shouting at each other. MARK seems at the verge of a nervous
Yet big events
aren’t as predictable as one might wish and while it takes three days and two
nights in which nobody can agree on anything, arguments get out of hand and Desmond
Tutu furiously leaves the room, not one thing is agreed upon.
THE FROG enters
the scene, addressing MARK.
By now Mark is on
the verge of collapse due to prolonged sleep deprivation, totally clueless as
to what to try next and close enough to a delirium to start hearing voices,
such as the frogs’, who points out the experts the boss referred to may not
have been the people that just left the room arguing, but the Rainforest
Alliance Innovation Department, who are, in the frogs words, specialists in
making change happen.
Mark finally makes
the call he should have made in the first place, because thinking big is great,
but starting small just isn’t his best feature. (CONT’D)
ENVIRONMENT ALL WHITE AND CLEAN – ANYTIME
We hear soft
violin music, swelling to heroic and divine. MARK is in Innovation heaven. A
woman dressed in white approaches him, smiling. The room is huge and busy, with
people standing at several desks, with signs reading “HORIZON 1”, “HORIZON 2”
and “HORIZON 3”.
And thus, our hero
enters Innovation Heaven, the place to be to ideate, develop and test ideas, where
friendly experts constantly strive to help people like Mark overcome any
possible challenge, ranging from flawed processes to problems that haven’t even
occurred yet. The Innovation team drives and facilitates innovation for the
Rainforest Alliance, setting direction for innovation, supporting everyone in
the organization through training and coaching, all while realizing improvements
and scaling change hands on.
It is the heart
of the three-innovation-horizons framework, which our Innovators use to
simultaneously improve on existing business models, (CONT’D)
and create entirely
new products and services. (CONT’D)
Together with Mark,
the innovation team will bring the best possible solution into the world. They
will help him grow it, nurture it and groom it to adulthood, until it is ready
to live out there, on its own, taking small steps, constantly testing if they
work. Because that’s how innovation is done.
So try us, if you
have an idea.
Check out our
Innovation Hub or contact us and together, we’ll make an innovator out of you.