GENETICALLY MODIFIED BALLOONS by Leo Burnett Frankfurt for German Society For Nature Conservation (NAJU)

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GENETICALLY MODIFIED BALLOONS

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Hans-Juergen Kaemmerer
Released May 2011

Awards

Caples Awards 2011
Other Media Ambient/Guerrilla marketing Finalist

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: GERMAN SOCIETY FOR NATURE CONSERVATION (NAJU)
Product/Service: ENVIRONMENTAL ORGANISATION
Agency: LEO BURNETT FRANKFURT
Creative Director: Hans-Juergen Kaemmerer (Leo Burnett Frankfurt)
Senior Art Director: Claudia Boeckler (Leo Burnett Frankfurt)
Senior Projectmanager: Bernd Mau (Leo Burnett Frankfurt)
Agency Producer: Gabi Eikam (Leo Burnett Frankfurt)
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Spokesman: Martin Runkel (Naturschutzjugend (NAJU))
Media placement: Helium-filled balloons - The sky over Wolfsburg / Germany - 4.5.2011

Describe the objective of the promotion.
Genetic engineering is a billion dollar business. However, very little research has been done into the health risks it poses to humans. There is also the risk that genetically modified plants may spread, uncontrolled, and damage the ecosystem.
NAJU, the biggest youth environmental organisation in Germany (with over 75,000 members) recently started an initiative that calls for politicians to rethink their approach to the management of genetic engineering.

Describe how the promotion developed from concept to implementation.
2,000 helium-filled ‘GM tomato’ balloons demonstrated how pollen and seeds of genetically modified plants can easily be spread by the wind. A postcard attached to the balloons invited the finders to support the activity of the environmental organisation and force politicians to ban cultivation of genetically modified plants.
The places where the balloons were found could also be registered on a website set up for the purpose – which illustrated the possible consequences of unchecked GM plant distribution by the wind.

Explain why the method of promotion was most relevant to the product or service.
With the symbol of the red tomato shaped balloons, we did not only inform about the risks of genetic engineering but also demonstrated in an impressive way how easily genetically modified plants and seeds can escape into nature. This touched people in a very emotional way, especially families with children.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The red tomato balloons were pursued by thousands of people and, of the 2,000 balloons released, 763 were successfully recovered and logged on an online map. Some balloons even found their way to Berlin, over 250 km away. The story was also picked up by regional TV and newspapers, significantly raising awareness of just how easily genetically modified plants can spread, and the potential dangers of letting this happen unchecked.