GREEN EFFECT by Juniper Park \ TBWA for Sunchips

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GREEN EFFECT

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Industry Confectionery & snacks, Chips
Media Promo & PR
Market Canada
Agency Juniper Park \ TBWA
Art Director Jeff Cheung, Derek Blais
Copywriter Andrew Chisholm, Laurent Abesdris Sid Lee, Caroline Craig
Designer Clementina Koppmann, Ryan Teixiera
Producer Bette Minott, Hanna Bratt
Released April 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: FRITO-LAY, DALLAS TEXAS
Product/Service: SUNCHIPS
Agency: JUNIPER PARK
Date of First Appearance: Apr 21 2009 12:00AM
Entrant Company: JUNIPER PARK, Toronto, CANADA
Entry URL: http://www.greeneffect.com
Partner/Executive Creative Director: Alan Madill (Juniper Park)
Partner/Executive Creative Director: Terry Drummond (Juniper Park)
Partner/Executive Creative Director: Barry Quinn (Juniper Park)
Copywriter: Andrew Chisholm (Juniper Park)
Copywriter: Laurent Abesdris (Juniper Park)
Copywriter: Caroline Craig (Juniper Park)
Art Director: Jeff Cheung (Juniper Park)
Art Director: Derek Blais (Juniper Park)
Producer: Hanna Bratt (Juniper Park)
Producer: Bette Minott (Juniper Park)
Designer: Ryan Teixiera (Juniper Park)
Designer: Clementina Koppmann (Juniper Park)
Media placement: N/A - N/A - N/A

Describe the objective of the promotion.
The Green Effect was designed with the purpose of positioning SunChips as a pre-eminent green brand.

Describe how the promotion developed from concept to implementation
We targeted people who really cared for the planet – “the dark greens”. The Green Effect let them propose their own earth-saving ideas. An online web film put out the call for entries. Then, an online hub provided information, captured entries, and allowed others to participate by voting for the best ideas. A panel of environmental experts and activists, including Edward Norton, picked the five winners. Winners were flown to National Geographic’s headquarters in Washington, D.C for a gala event. Their ideas were celebrated in the pages of National Geographic magazine.

Describe the success of the promotion with both client and consumer including some quantifiable results
A massive success. We received over 2,500 business plans. The winning ideas ranged from a reforestation program in Colorado, to a green neighborhood makeover in a low-income area of D.C. The ideas were as diverse as the places they came from. The program was a much-discussed subject on the green blogosphere where we really wanted to make an impression, and The Green Effect was hailed as the most successful consumer engagement program in company history.

Explain why the method of promotion was most relevant to the product or service
SunChips had built a 10-acre solar field in California and launched a 100% compostable chip bag. The challenge was that every brand was talking about their green efforts. We had the credentials, but no one considered us a green brand. So we created The Green Effect – a venture capital fund that asked individuals to submit their earth-saving ideas for a chance at $20,000 in seed money to get their initiative off the ground. Our “dark green” target would give us the credibility we wanted, and help tell our green story for us. They would become our ambassadors.