Greenpeace Promo, Case study HOROSCOPE by Euro Rscg Zurich

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HOROSCOPE

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Switzerland
Agency Euro Rscg Zurich
Executive Creative Director Frank Bodin
Creative Director Axel Eckstein
Art Director Isabelle Bühler
Copywriter Urs Zwyssig
Released July 2010

Credits & Description

Category: Best Use of Print
Advertiser: GREENPEACE
Product/Service: PROTECTION OF THE ENVIRONMENT
Agency: EURO RSCG GROUP SWITZERLAND
Date of First Appearance: Jul 21 2010
Entrant Company: EURO RSCG GROUP SWITZERLAND, Zürich, SWITZERLAND
Executive Creative Director: Frank Bodin (Euro RSCG Zurich)
Creative Director: Axel Eckstein (Euro RSCG Zurich)
Art Director: Isabelle Bühler (Euro RSCG Zurich)
Copywriter: Urs Zwyssig (Euro RSCG Zurich)
Media placement: Print - Newspaper (Blick Am Abend) - 21.07.2010

Insights, Strategy & the Idea
The diversity of species in the world`s oceans is threatened
by climate change, overfishing and environmental pollution.
With the oil spill in the Gulf of Mexico generating renewed
interest in such issues, Greenpeace wished to ride the wave of
public concern through an unconventional communication initiative.
Our idea was very simple: Popular newspaper horoscopes appeared without the
“pisces“ zodiac design.

Creative Execution
We ran an ad in popular Swiss newspapers where we copied their horoscopes but
left away the “pisces“ zodiac design.
An explanation made the link to Greenpeace and invited readers to visit the Greenpeace website.

Results and Effectiveness
The idea generated renewed interest in the oil spill disaster and made
Greenpeace the talk of town. Clickrates on the Greenpeace website
increased disproportionately.