NABU - MEGACITIES by Leo Burnett Frankfurt for German Society For Nature Conservation (NAJU)

NABU - MEGACITIES

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Hans-Juergen Kaemmerer
Copywriter Benjamin Merkel
Photographer Markus Georg
Released January 2012

Credits & Description

Category: Posters
Advertiser: GERMAN SOCIETY FOR NATURE CONSERVATION (NABU)
Product/Service: ENVIRONMENTAL ORGANIZATION
Agency: LEO BURNETT FRANKFURT
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)
Photographer: Markus Georg
Copywriter: Benjamin Merkel (Leo Burnett Frankfurt)
Senior Art Director: Claudia Boeckler (Leo Burnett Frankfurt)
Agency Producer: Netti Weber (Leo Burnett Frankfurt)
Art Buyer: Cornelia Richter (Leo Burnett Frankfurt)
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Retouching Artist: Matthias Truebner (Mundocom Frankfurt)
Media placement: DIN A1 Posters - Close To NABU Information Booths At Shopping Malls And Pedestrian Areas - 15.1.2012

Describe the brief from the client
The skylines of large cities symbolise progress, growth and urban living. However, increasing urbanisation comes at a price. Every year more than 130,000 square kilometres of forest worldwide fall victim to it – with dramatic consequences for nature and the environment.

Describe the challenges and key objectives
NABU, one of the oldest and largest environmental organisations in Germany, has set itself the task of illustrating to people the consequences of uncontrolled land use, and of persuading politicians to rethink their position. A print and poster campaign has been developed to this end, which demonstrates to the viewer in a dramatic way the relationship between urban sprawl and deforestation.

Describe how you arrived at the final design
When forests are being cut down, jagged edges and wood splinters appear on the tree stumps, which, if presented properly, resemble city skylines thereby drawing the viewer’s attention to the consequences of uncontrolled forest clearing and urban sprawl.

Give some indication of how successful the outcome was in the market
The response to the campaign was impressive. The NABU homepage received a great many visitors who donated money to support NABU in their fight against deforestation/urbanisation. In addition, NABU succeeded in making politicians throughout Germany aware of this issue. The posters also became sought-after collector's items amongst NABU activists.