Brand Owner: Greenpeace
Date: Mar 2005 -- ongoing
Media Owners: Metro, Spits, Radio 538
Media Channel: PR, Internet/Mobile
NEW YORK (AdAge.com) -- Despite their noble intentions, charities are as guilty as any other advertiser of adding to the clutter of commercial messages.
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The campaign was designed to highlight the fact that ancient forests in Finland were being destroyed to make copier paper. Creative executions in print showed rolled-up paper replacing tree stumps in a cut-down forest while the radio ad morphed the sound of the copier into a chainsaw.
All the media messages included instructions on how to down load the “Greentone” a ringtone that would raise 1.50 euros for the charity. The tone -- the sound of a chainsaw -- then acted as a viral extension of the campaign. The activity attracted a lot of attention with PR coverage in magazines, TV and on radio in addition to the estimated 3 million people reached by the advertising campaign. The “Greentone” was downloaded 35,000 times.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared’s Creative Media Database. www.csquared.cc