BLACK PIXEL PROJECT by ALMAP BBDO Brazil for Greenpeace

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BLACK PIXEL PROJECT

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Brazil
Agency ALMAP BBDO Brazil
Executive Creative Director Marcello Serpa
Creative Director Sergio Mugnaini
Art Director Guiga Giacomo
Copywriter Luciana Haguiara Almapbbdo
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: GREENPEACE
Product/Service: CLIMATE CHANGE AWARENESS
Agency: ALMAPBBDO
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: ALMAPBBDO, São Paulo, BRAZIL
Entry URL: http://www.551121615600.com/awards/2010/blackpixel/eng/
Executive Creative Director: Marcello Serpa (AlmapBBDO)
Creative Director: Sergio Mugnaini (AlmapBBDO)
Art Director: Guiga Giacomo (AlmapBBDO)
Copywriter: Luciana Haguiara (AlmapBBDO)
Responsible For Tecnology: João Lopes (AlmapBBDO)
Producers: - (Anank/On Interactive/Ioiô Filmes/C.e.s.a.r)
Sound: - (Cromosônica)
Media placement: Internet - Alternative Media (Desktop) - 6th April 2009
Media placement: ... - ... - ...

Describe the brief/objective of the direct campaign.
To warn people that if everybody does their part, the world will be less affected by climate change. One of the things people should do is use energy in a responsible way.

Explain why the creative execution was relevant to the product or service.
The Black Pixel Project started with the website and with an email that was sent to the mailing list of Greenpeace Brazil. Anyone can be part of the Black Pixel Project – the effort is minimal. By putting a tiny black square on their monitors, people save energy. And when we consider the energy savings of all the people involved in the project, it’s clear that small actions can make a big difference.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Understand how it works: 1 black pixel = 50 x 50 pixels = 2,500 pixels 2,500 pixels = 0.057 watts/hour 1 million active black pixels = 57,000 watts/hour 57,000 watts/hour = consumption of 1,425 40w lamps/hour 24 hours with a million active black pixels = 34,200 light bulbs off/day

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
So far, more than 1 million watts have been saved through the project. The website had more than 560,000 unique visitors. The local government of Teresina, Piauí’s capital city, signed a commitment with Greenpeace and installed the Black Pixel program on more than 3 thousand computers in their offices, schools, reception desks and partner companies. The project is certified by C.E.S.A.R. – Centro de Estudos e Sistemas Avançados do Recife (Advanced Systems and Studies Center of Recife).