Non-Native Species Not Extinct

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California Coastal Commission 'Non-Native Species'
California Coastal Commission 'Non-Native Species'
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.
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