Greenpeace Design & Branding Parallel Consequences Campaign by Leo Burnett Hong Kong

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Parallel Consequences Campaign

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Industry Shows, Events & Festivals, Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Art Director Kenny Ip
Copywriter Wen-Hsiu Louie, Joey Chung
Illustrator Matt Johnstone
Released September 2010

Credits & Description

Category: Posters
Advertiser: GREENPEACE
Product/Service: CAR FREE DAY
Date of First Appearance: Sep 2 2010
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Group Creative Director, Art Director: Brian Ma (Leo Burnett Hong Kong)
Creative Director, Copywriter: Alfred Wong (Leo Burnett Hong Kong)
Copywriter: Joey Chung (Leo Burnett Hong Kong)
Copywriter: Wen Louie (Leo Burnett Hong Kong)
Art Director, Designer: Nicky Sun (Leo Burnett Hong Kong)
Art Director: Kenny Ip (Leo Burnett Hong Kong)
Account Manager: Sherona Mak (Leo Burnett Hong Kong)
Illustrator: Matt Johnstone
Media placement: Poster - Over 160 Hong Kong Government Public Housing Estates - 2 September 2010
Media placement: Poster - The Corporate Offices Of Citibank - 2 September 2010
Media placement: Poster - Henderson Land Development Company Limited - 2 September 2010
Media placement: Poster - New World First Bus And Others - 2 September 2010

Describe the brief from the client
Cars are a major source of climate-warming greenhouse gases. As the earth gets hotter, extreme weather events will become common and threaten lives around the world. Every year, Greenpeace promotes Car Free Day, trying to change people’s driving behaviour by getting them to stop driving for a day.

Describe the challenges and key objectives
To educate the public about the link between driving and global warming, encourage them to participate in Car Free Day 2010, and ultimately change their driving behaviour.

Describe how you arrived at the final design
To help people realize that driving and climate change go hand in hand, we used a visual consisting of parallel tire tracks. In one, we show a story of the fun and merriment driving brings you. In the other, we show the death and destruction caused by the resulting climate change. These parallel stories illustrate the message that “You’re not just driving your car, you’re driving environmental devastation”.

Give some indication of how successful the outcome was in the market
People were shocked to see how true to life the stories in each tire track was. As a result, the campaign helped drive a 13% increase in participation – even Hong Kong’s head of government, Donald Tsang, supported the event by going to work on foot.