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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Creative Director Pierrette Diaz, Matthieu Elkaim
Account Supervisor Xavier Mendiola, Julie Garguillo, Lennie Stern, Timothee Desruelles
Released November 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: GREENPEACE
Product/Service: GREENPEACE
Executive Creative Director: Alexandre Hervé (DDB Paris)
Art Director/Copywriter: Stephane Audouin (DDB Paris)
Creative Director: Pierrette Diaz/Matthieu Elkaim (DDB Paris)
Production: Catherine Auzuret (DDB Paris)
Account Supervisor: Xavier Mendiola/Lennie Stern (DDB Paris)
Advertiser Supervisor: Adelaide Colin/Sylvain Trottier (Greenpeace)
Media placement: Event - Le Bourget - 22/01/2012

Describe the objective of the promotion.
After the Fukushima catastrophe, nuclear power has become a divisive issue in Europe. Several countries such as Germany and Italy are phasing out nuclear power, but that is still not the case in France!
Therefore, Greenpeace wishes to focus the debate on the nuclear issue during this presidential election by requiring politicians to state their stance on this topic. Greenpeace will compel them to do so, but in a innovative way, both in terms of tone and method.

Describe how the promotion developed from concept to implementation.

Despite the well-known danger of nuclear power, France and a part of its political establishment are proud to be the largest producer of nuclear power in Europe. But what if this French pride endangered another?
In 2012 Greenpeace has decided to make their vows in the form of a gift box. Composed of typically French products that come from heavily nuclearised regions, this box is designed to strongly challenge the politicians on the disastrous consequences a nuclear catastrophe would have on the French gastronomic heritage. The idea was to hand-deliver them throughout January 2012.

Explain why the method of promotion was most relevant to the product or service.

The gift boxes have been handed out during major political meetings, filmed by Greenpeace cameras and journalists who were covering the event. Politicians had no alternative but to answer on nuclear issues once this box was in their hands.
This is a way to approach politicians and catch them off-guard for more immediate and spontaneous reactions.
Using this innovative method, Greenpeace breaks the almost-terrorist image associated with their former strong-handed operations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The operation got widespread media coverage both on television (LCI, BFM, etc.) and on major websites (Nouvel Obs, Les Inrocks, Strategies, MinuteBuzz, etc.). Meanwhile, the videos were aired on the Greenpeace Dailymotion channel which totals 3m views.
The box was presented to the whole political establishment, including the main candidates to the French Presidency, and especially government members directly involved in this issue such as the President of the Republic, the minister of ecology and the minister of agriculture.
The nuclear power issue was put at the heart of the debate in France thanks to Greenpeace right before the first commemoration of the sad anniversary of Fukushima.