In early discussions, we learned that the Chamber was on the tail end of creating and launching their new community revitalization plan and while brainstorming potential concepts for the video, we also learned that local citizens have stated "revitalizing our community would be much easier if we had a river".
Since the only thing running through Dalton's downtown area is a major railroad system, it was obvious the strategic plan wouldn't include a riverfront revitalization.
However, the new plan hadn't been released yet and since our video would debut a couple weeks before the public announcement, we had the perfect opportunity to develop a concept that would not only work to entertain their event audience, but could also help them promote the new strategic plan to a much larger audience online.
In order to expand the viewership from a few hundred at the banquet to thousands of people via social media, we knew the video concept had to be something unique, attention-grabbing, and funny.
With that in mind, our team proposed the creation of a Mockumentary entitled “River Envy.”
The idea was to create an absurd, short documentary about why it was decided that a river was necessary for revitalization and how their community came together to engineer plans for bringing a river to their downtown area. The video would conclude with Rob (Chamber President) waking up from this "terrible dream" to deliver a message that Dalton doesn’t need a river for successful community revitalization.