TWO CENTS by Y&R Midwest Chicago for National Parks Conservation Association

TWO CENTS

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United States
Agency Y&R Midwest Chicago
Creative Director Corey Ciszek
Art Director Grant Simpson
Copywriter Jon Eckman, Will Bright
Released April 2010

Credits & Description

Category: Posters
Advertiser: NATIONAL PARKS CONSERVATION ASSOCIATION
Product/Service: NATIONAL PARKS CONSERVATION
Agency: Y&R CHICAGO
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: Y&R CHICAGO, USA
Entry URL: http://www.give2cents.org
Chief Creative Officer: Ken Erke (Y/R Chicago)
Creative Director: Jon Eckman (Y/R Chicago)
Creative Director: Corey Ciszek (Y/R Chicago)
Copywriter: Jon Eckman (Y/R Chicago)
Copywriter: Will Bright (Y/R Chicago)
Art Director: Grant Simpson (Y/R Chicago)
Media placement: Posters - National Parks Education Centers, Stations, Etc., Wild Postings In Major Cities, - 4/20/2010

Describe the challenges and key objectives
The National Parks Conservation Association (NPCA) is the organization responsible for the preservation of America’s 392 National Parks. Every year they struggle to meet the minimum funding required to adequately maintain the parks. We created a very successful interactive campaign to collect user comments and simultaneously receive donations—literally and figuratively, donors gave their “two cents” (a common expression meaning to give one’s opinion). We leveraged the fact that everyone has a story to tell about their experience with the Parks. However, we wanted to create an equally impactful out of home execution to support our online initiative.

Describe the brief from the client
Everyone knows that there are National Parks. Most people have visited one and they have stories to tell about their experiences.What these people don't know is that the National Parks are not self-sustaining. The National Parks Conservation Association asked us to bring the parks back into the America's conversations and in doing so, raise annual funding through donations.

Describe how you arrived at the final design
We let the conversation be the solution. We took the actual user submitted comments collected online through the program’s interactive initiative and turned those into posters. Each poster used approximately 10,000 words to recreate a different image from a different national park. In an effort to tie the posters even more closely to the National Parks, two different metallic inks were chosen. The first replicates the color of an 1872 Indian Head Penny, the same year as the designation of the first National Park, Yellow Stone, and the second metallic ink replicates the color of a 2010 penny.

Give some indication of how successful the outcome was in the market
The posters brought badly needed attention to the plight of the parks and drove people to givetwocents.org where they could submit their own stories about the parks and donate two cents for every word.