Greenpeace Promo, Case study BIRDS by Centrade Saatchi & Saatchi Bucharest


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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Romania
Agency Centrade Saatchi & Saatchi Bucharest
Copywriter Andrei Nica
Producer Vitalie Brega, Monica Garbur
Photographer Chris Jordan
Released April 2010

Credits & Description

Category: Best Use of Magazines
Date of First Appearance: Apr 26 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI ROMANIA, Bucharest, ROMANIA
Creative Director / Copywriter: Jorg Riommi (Saatchi & Saatchi)
Head of Art Direction: Daniela Nedelschi (Saatchi & Saatchi)
Copywriter: Andrei Nica (Saatchi & Saatchi)
Art Director / Typographer: Laura Iane (Saatchi & Saatchi)
Photographer: Chris Jordan (Freelance)
Account Manager: Liana Petrascu (Saatchi & Saatchi)
Account Manager: Madalin Nitis (Saatchi & Saatchi)
Producer: Monica Garbur (Saatchi & Saatchi)
Producer: Vitalie Brega (Saatchi & Saatchi)
Media placement: Magazine - Business Review - 26.04.2010

Results and Effectiveness
N/A (too soon for having the results)

Creative Execution
We decided to show people a real piece of the disaster caused by themselves. In collaboration with a well-known environmental photographer, we realised a print campaign without using regular advertising tools, for instance no photo retouching and as little art direction as possible; letting reality speak for itself. So we inserted real pictures in magazines, like pictures forgotten in a book. No mention was made of this operation, on the cover of these magazines. So people going through the magazines, all of a sudden and without notice, found a picture of these real baby birds killed by their own parents (which, due to extreme pollution, gave their chicks plastic and human trash as food). The impact is as real and shocking as the reality of the issue.

Insights, Strategy & the Idea
Greenpeace wanted a print and outdoor campaign about waste and waste management, addressing normal people. The organisation wanted to point out how randomly thrown human trash is impacting the environment and the wild life, for instance killing birds in Romania and throughout the globe. This is a very relevant issue for Romania because of the presence of the Danube Delta, the second largest Delta in Europe. Situated on major migratory routes, and providing adequate conditions for nesting and hatching, the Danube Delta is a magnet for birds from six major eco-regions of the world, including the Mongolian, Arctic and Siberian regions. There are over 320 species of birds found in the delta during summer, of which 166 are hatching species and 159 are migratory. Over one million individuals (swans, wild ducks, bald coots, seagulls, etc) spend the winter here.