Promo, Case study FIRST-STOP.ORG by DDB California

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Industry Website
Media Promo & PR, Case study
Market United States
Agency DDB California
Copywriter Jim Bosiljevac, Gregory Lane
Producer Jessica Manning
Editor Carl Cordova
Released January 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: FIRST-STOP
Product/Service: WEBSITE
Date of First Appearance: Jan 28 2011
Entry URL:
Chief Creative Officer: Lisa Bennett (DDB San Francisco)
Art Director/Director/Associate Creative Director: Lance Vining (DDB San Francisco)
Art Director/Director/Designer: Matthieu Brajot (DDB San Francisco)
Developer: Chrissy Bishop (Tribal DDB San Francisco)
Copywriter: Gregory Lane
Copywriter: Jim Bosiljevac (DDB San Francisco)
Senior Producer: Rob Lee (DDB San Francisco)
Producer: Jessica Manning (DDB San Francisco)
Account Manager: Sarah Brooke (First-Stop)
Editor/Sound Design/Audio Mix: (BEAST)
Editor: Carl Cordova
Sound Designer: Laura Marie Totten
Media placement: Online Video - Vimeo, YouTube, Website - 19 January 2011
Media placement: Website - - 24 January 2011
Media placement: Facebook - - 25 January 2011
Media placement: Sticker Sheet - Advertising Agencies - 31 January 2011

Insights, Strategy & the Idea
Every day, the mailboxes of advertising creatives around the world are flooded with paper promos from photographers and illustrators. Unfortunately, because of a lack of space, most of these promos end up in the trash. It’s an enormous waste of trees.

We knew we couldn’t just ask the artists to stop promoting their work. We needed to provide them with an alternative. So we decided to create one.

Our solution was A completely free, online directory where photographers and illustrators can exhibit their work. By persuading artists to shift from the wasteful medium of paper promos to a tree-friendly digital platform, we could potentially save thousands of trees each year.

Creative Execution is an online showcase where photographers and illustrators can exhibit and promote their work to advertising creatives. The only requirement is that the artists who join pledge to significantly reduce the number of paper promos they mail out.

Artists submit their work to via an online system. Accepted work is linked directly to the artist’s contact information. For creatives, searching through websites, photo and illustration annuals can be a time-consuming process. offers a simple, visual directory of some of the best artists in the world. The site is searchable by category or keyword, and images can be saved to a virtual “FILING CABINET” for future reference.

To promote the site, sticker sheets with peel-off “RETURN TO SENDER” stickers were posted in agencies around the world. Supportive creatives affixed stickers directly to promos and mailed them back to the artists, encouraging them to use instead.

Results and Effectiveness
With an advertising budget of less than $2000, between 1/25/2011 and 4/15/2011, has generated the following results:
• Over 600 of the industry’s leading artists have registered and agreed to reduce the amount of paper promos they send out.
• Over 30,000 visitors.
• Over 11,000 unique visitors.
• Active conversations about on blogs and social media.
• An estimated 1,400+ kg of paper saved (calculation based on number of images viewed X average weight of a paper promo).