Natural American Spirit Promo, Case study TRASH SCULPTURE by Freelancer

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TRASH SCULPTURE

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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market Germany
Agency Freelancer
Released November 2012

Credits & Description

Advertiser: SANTA FE NATURAL TOBACCO COMPANY GERMANY
Agency: SANTA FE NATURAL TOBACCO COMPANY: GERMANY
Category: Best Use of Ambient Media: Large Scale
Creative Direction/Text: Henning Müller-Dannhausen (Freelancer)
Marketing Manager: Pascal Jürgens (Santa Fe Natural Tobacco Company: Germany)
Creative Direction/Art: Gitte Record (Freelancer)
Director Marketing: Jan Thiessen (Santa Fe Natural Tobacco Company: Germany)

Effectiveness
Our trash sculpture toured the country for an entire summer. It was the subject of glowing reports in many newspapers, and enthusiastic fans spread the word by posting on their Facebook pages. Every report, every posting was yet another reminder that we must heighten our awareness for the fragility of nature.

Execution
We approached our target group where these people feel most at ease: in nature.As much as people value nature as a retreat and place for recreation, it is of vital interest to us because it is the source of the genuine tobacco we use in Natural American Spirit. So, nature’s preservation is one of our most hallowed priorities.Instead of droning on about environmentally sustainable cultivation methods and climate-neutral production, we chose to use nature and its preservation as the outstanding theme of our communications.We went around parks, beaches, and festival grounds, picking up the trash left behind by visitors, and we transformed the garbage itself into the medium of our message — a simple one, but one that is all too often ignored.

Strategy
Natural American Spirit is more than just its untreated tobacco products. Our respect and sense of responsibility for nature has always been in the company genes. This attitude has won us a small, but faithful number of fans: value-based informed and conscious consuming customers.The diversity of our brand assets, including our sense of ecological responsibility, as perceived by our target group gives rise to their strong brand loyalty. We wanted to attract attention to our brand and our environmental commitment as evidence of our philosophy behind our all-natural tobacco products while at the same time reassuring our loyal customers.