Coalition to Restore Coastal Louisiana Promo OIL & WATER DO NOT MIX by Happiness Brussels

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OIL & WATER DO NOT MIX

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR
Market Belgium
Agency Happiness Brussels
Creative Director Grégory Titeca
Creative Tom Galle, Cecilia Azcarate Isturiz, Ramin Afshar
Released October 2010

Credits & Description

Category: Charities
Advertiser: COALITION TO RESTORE COASTAL LOUISIANA
Product/Service: ENVIRONMENTAL PROTECTION
Agency: HAPPINESS BRUSSELS
Date of First Appearance: Oct 25 2010
Entrant Company: HAPPINESS BRUSSELS, BELGIUM
Entry URL: http://gulfofmexico2010.com/
Creative Management: Karen Corrigan/Gregory Titeca (Happiness Brussels)
Creative Director: Gregory Titeca (Happiness Brussels)
Creative: Tom Galle/Ramin Afshar/Cecilia Azcarate Isturiz (Happiness Brussels)
Graphic Designer: Anthony Burrill (Anthony Burrill Studio)
Screen Printing: Quitin Good/Michael Shoemaker (Purple Monkey Design)
Production: Bart Vande Maele (Happiness Brussels)
Media placement: Website - Internet - 25/10/2010
Media placement: Making Of Movie - Internet - 25/10/2010

Describe the objective of the promotion.
The Deep Water Horizon oil spill in the Gulf of Mexico is one of the biggest environmental disasters in American history. Non-profit organisations like the ‘Coalition to Restore Coastal Louisiana’ (CRCL) are dedicated to restoring the Gulf of Mexico’s coastlines. In the Gulf spill aftermath, CRCL urgently needed to generate funds and attract volunteers to be able to continue the cleanup.

Describe how the promotion developed from concept to implementation.
In collaboration with Anthony Burrill we created the unique poster “Oil & Water Do Not Mix”.
This design was screen printed with 100% crude oil, collected on the beaches of Louisiana.
The posters were sold on gulfofmexico2010.com, and the profits went towards funding the work of CRCL.
To spread the word, we targeted influential blogs and magazines in the design community, as well as important news channels.

Explain why the method of promotion was most relevant to the product or service.

By substituting Gulf spill oil for traditional ink, we created a limited-edition line of posters that makes a strong statement about the BP oil disaster. We turned the spilled oil into something positive, to generate funds for rebuilding and restoring the Gulf of Mexico.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The posters were an immediate success and sold out in 48 hours gathering $ 41,000.
Worldwide press covered our story on TV, radio and newspapers.
The message and the poster became a highly discussed topic on hundreds of blogs, reminding people of the ongoing work in the Gulf of Mexico.
More than 15,000 posts on influential blogs and social media.
Traffic to the CRCL website increased by 80%.
The number of people volunteering for CRCL went up by 40%.
And CRCL is still receiving donations...