OIL ON CANVAS STREET POSTERS by Publicis Mojo Auckland for Greenpeace

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OIL ON CANVAS STREET POSTERS

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market New Zealand
Agency Publicis Mojo Auckland
Creative Karl Fleet, Guy Denniston, Mike Barnwell, Lachlan Mcpherson
Released December 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: GREENPEACE NEW ZEALAND
Product/Service: GREENPEACE
Agency: PUBLICIS MOJO
Creative: Mike Barnwell (Publicis Mojo)
Creative: Guy Denniston (Publicis Mojo)
Creative: Lachlan McPherson (Publicis Mojo)
Agency Producer: Liz Garneau (Publicis Mojo)
Agency Producer: Conan Gorbey (Publicis Mojo)
Supporter Relationships Manager: Michael Tritt (Greenpeace New Zealand)
Greenpeace Press Office: Louise Edge (Greenpeace New Zealand)
Media placement: Street Posters - Auckland, Wellington, Christchurch, Dunedin. - 11 December 2011

Describe the brief/objective of the direct campaign.
The audience was New Zealanders who weren't directly affected by the MV Rena oil spill - the nation's worst maritime disaster. Greenpeace wanted to bring the reality of the disaster home to those who live miles away from it and create an emotional drive to sign the petition against deep-sea oil drilling.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created hundreds of original one-off oil prints, made from the bodies of birds killed during the Rena oil disaster. These were then put up as street posters with a call to action to sign the petition. They served as both a memorial to the 20,000 birds that died during the spill and a warning against the much larger threat of deep sea oil drilling.

Explain why the creative execution was relevant to the product or service.
The creative execution was a confronting and shocking symbol of the numerous wildlife casualties that occurred during the Rena disaster. By covering entire walls with unique, hand-made prints created from the oil-soaked bodies of dead birds, we dramatised the scale of the disaster and warned of the much larger spills deep sea oil drilling could cause. Greenpeace is known for dramatic activism and hundreds of individual posters, each stained by the oil-soaked bodies of dead birds, was a powerful communication device for the brand.

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.
The campaign served as a memorial to the 20,000 birds that died because of the Rena disaster, and as a warning of the much larger threat of deep sea oil drilling. In a nation of 4m, our target was to get 100,000 people to sign the petition against deep sea oil. We exceeded that in the first week, which means the issue now has to be tabled in parliament.