GOLIATH FISHING by DraftFCB Zurich for Greenpeace

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GOLIATH FISHING

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Switzerland
Agency DraftFCB Zurich
Executive Creative Director Dennis Lueck
Art Director Frederic Nogier, Christoff Strukamp, Denise Frech
Copywriter Maximilian Kortmann, Tizian Walti
Client Service Director Marie-Theres Ott
Illustrator Anatolji Pickmann
Released February 2012

Credits & Description

Category: Illustration
Advertiser: GREENPEACE SWITZERLAND
Product/Service: GREENPEACE
Agency: DRAFTFCB
Executive Creative Director: Dennis Lueck (Draftfcb Lowe Group)
Copywriter: Tizian Walti (Draftfcb Lowe Group)
Copywriter: Maximilian Kortmann (Draftfcb Lowe Group)
Art Director: Christoff Strukamp (Draftfcb Lowe Group)
Art Director: Denise Frech (Draftfcb Lowe Group)
Graphic Designer: Cinthia Stettler (Draftfcb Lowe Group)
Illustrator: Anatolji Pickmann
Client Service Director: Marie-Theres Ott (Draftfcb Lowe Group)
Account Director: Yvonne Friedli (Draftfcb Lowe Group)
Art Director: Frédéric Nogier (Draftfcb Lowe Group)
Media placement: Print - 20Minuten, Misc. Filler Ads - 20 November 2011

Describe the brief from the client
To recruit new supporters for Greenpeace Switzerland.

Describe the challenges and key objectives
The challenge was to find a campaign mechanism that really motivates and gets people to join Greenpeace. The campaign’s motto is a metaphor that lies at the core of Greenpeace: David vs Goliath. This metaphor was transformed into our campaign. The goal was to find more ‘Davids’ to join Greenpeace in the battle against polluters. The motto suggests itself: ‘Become David now’.

Describe how you arrived at the final design
The illustration campaign brought Goliath to life, showing horrible monsters as a metaphor for the polluting companies. The only one who is able to stop them is brave David with his slingshot.

Give some indication of how successful the outcome was in the market
Switzerland became David. Just 4 months after the campaign launched, over 7,600 new Davids joined Greenpeace Switzerland. That’s a 26% increase in members.