As we work to bring even more value to our audience, we’ve made important changes for those who receive Ad Age with our compliments. As of November 15, 2016 we will no longer be offering full digital access to AdAge.com. However, we will continue to send you our industry-leading print issues focused on providing you with what you need to know to succeed.
If you’d like to continue your unlimited access to AdAge.com, we invite you to become a paid subscriber. Get the news, insights and tools that help you stay on top of what’s next.
Following up on its successful poster campaign for the California Coastal Commission in which hybrid creatures like the Spork Crab and Cig Egret are created from beach trash, San Francisco's Goodby Silverstein & Partners launched a integrated sophomore effort tied to the CCC's September 16 Clean-up Day. The campaign features outdoor and poster work as well as a pamphlet (an in-depth "field guide"), collectible postcards and this spot, "Non-Native Species," showing the birth of a Cig Egret. "We thought originally this would be a live action shot," says associate creative director Tyler Hampton. "[Stardust] had the idea of making it more stylized, and ultimately more interesting. We're really happy with the style of that, it feels really unique." After receiving positive feedback from children and teachers who placed the posters in their classrooms (and bring their classes on field trips for Clean-Up Day) Goodby decided to make a collection of six postcards for kids to swap, available along with the posters and in locations like surf and coffee shops. The extra elements of the pro bono campaign owe much to the momentum the original work got in awards shows (it won a Silver Lion at Cannes) and around the state, says ACD/Art Director Paul Foulkes. "Because it garnered so much positive attention, people have been willing to give a lot more to the cause this year; that applies to the vendors we're working with and community groups." Foulkes says the team is now working with artist Wyland, well known whale muralist, to create a large mural of the creatures in his style.