WWF Outdoor PLANT SPIKE by Wunderman Melbourne

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Australia
Agency Wunderman Melbourne
Creative Director Matt Batten
Art Director Paolo Meucci
Copywriter Theodora Gerakiteys
Producer Paul Hayes
Account Supervisor Jo Durant
Released February 2010

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: WWF
Product/Service: EARTH HOUR
Creative Director: Matt Batten
Copywriter: Theodora Gerakiteys
Art Director: Paolo Meucci
Account Manager: Will Morgan
Account Supervisor: Jo Durant
Producer: Paul Hayes
Other Credits: Print: Sti Lilyfield. Distribution: Tpr Group.
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: WUNDERMAN, Sydney, AUSTRALIA

Description of Ambient execution
To encourage businesses to participate in Earth Hour by turning off their lights, we had to do something totally new. We created the Earth Hour plant spike to advertise the message "I help your environment, please help mine". In doing so, we created a new medium, new print technology and new distribution channel. • We created a brand new marketing medium by using office pot plants to advertise. • In a world first, we developed an ink that contained plant fertiliser, so the spike would actually feed the plant as the recycled paper spike biodegraded in the soil. • We employed a plant hire company (TPR Group) to distribute and place the 5,000 spikes in office pot plants as they did their rounds watering the plants in 1,500 businesses Australia-wide.