The Body Shop Print EARTH BAGS by Ogilvy & Mather Singapore

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Art Director Richard Copping
Released February 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Chief Creative Officer: Steve Back (Ogilvy & Mather Singapore)
Regional Creative Director/Copywriter: Juggi Ramakrishnan (Ogilvy & Mather Singapore)
Regional Creative Director/Art Director: Richard Copping (Ogilvy & Mather Singapore)
Art Director: Anthony Tham (Ogilvy & Mather Singapore)
Agency Producer: Amarjeet Kaur (Ogilvy & Mather Singapore)
Agency Producer: Alvin Chin (Ogilvy & Mather Singapore)
Sound: - (The Gunnery)
Post-production Company: - (Critica)
Post-production Company: - (Hogarth)
Stock: - (Getty)
Stock: - (Corbis)
Digital Imaging: - (Procolor)
Media placement: Activation - Activation - 1 February 2012

Describe the objective of the promotion.
The average person tosses out more than 2 kilos of garbage every day, and never stops to think about where it will end up. The brief was to get people to think about the planet right at the point of taking out the trash.

Describe how the promotion developed from concept to implementation.
We printed an image of the planet right on the trash bags themselves and distributed over 20,000 of them via mail drops, through the Green Volunteers networks. The bags are also being used at International Coastal Clean Up events and for environmental projects undertaken by select schools in Singapore.

Explain why the method of promotion was most relevant to the product or service.
It became a subtle reminder to reduce, reuse and recycle.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Green Volunteers saw an increase in membership of 67% in October 2011, as a direct result of this effort.