THINK GREEN by Wunderman London for GLH GREEN

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THINK GREEN

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Industry Environmental & Animal Issues
Media Design & Branding
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Copywriter Hannah Riley
Designer Kristina Matovic
Illustrator Ian Saunders
Released June 2009

Credits & Description

Category: Posters
Advertiser: GLH GREEN
Product/Service: RECYCLING
Agency: WUNDERMAN LONDON
Date of First Appearance: Jun 9 2009 12:00AM
Entrant Company: WUNDERMAN LONDON, UNITED KINGDOM
Entry URL: http://www.wn01.com/awards/2010/cannes_lions/GLH_Green/
Executive Creative Director: David Harris (Wunderman London)
Head of Design: Kevan Ansell (Wunderman London)
Designer: Kristina Matovic (Wunderman London)
Account Manager: Rebecca Hanson (Wunderman London)
Senior Copywriter: Glen Sturgess (Wunderman London)
Information Manager: Angus Macdonald (Wunderman London)
Illustrator: Ian Saunders (Wunderman London)
Copywriter: Hannah Riley (Wunderman London)
Media placement: Battersea Power Station - Greater London House - 9th June 2009
Media placement: Forest - Greater London House - 9th June 2009
Media placement: Trees - Greater London House - 9th June 2009

Describe the challenges and key objectives
Can design change people’s attitudes towards climate change? Ask people about climate change and they’ll listen attentively then go back to work and behave exactly the same. Incessant nagging by ‘green warriors’ was becoming tiresome, so rather than ‘lecture’, we needed to do something different to change their behaviour.

Describe the brief from the client
Our brief was to increase awareness of green issues within GLH (a large office block in Central London) and fundamentally change employee behaviour – with a minimal budget.

Describe how you arrived at the final design
We chose to ‘inspire’ them with beautiful, impactful designs. We created posters featuring items of everyday rubbish which dramatised surprising facts, relevant to the building. These were shot simply in black and white and printed on recycled paper. The posters invited people to receive Green Tips emails that gave updates on the energy saving and recycling progress.

Give some indication of how successful the outcome was in the market
The activity ran for six weeks in spring 2009 and generated amazing results. It achieved great stand-out and created ‘green champions’ who have used the Green Tips emails to lobby the office Central Services to push through major changes. In just two months, the quantifiable results are: recycled paper increased from 42% to 87%, use of plastic cutlery has been eliminated – an annual saving of 70,000 pieces, seven months after the campaign launched we’ve recycled 130,400kg of rubbish and saved 177,950kg of CO2 (the equivalent of 1,595 trees).