OIL ON CANVAS by Publicis Mojo Auckland for Greenpeace

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OIL ON CANVAS

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Film, Promo & PR, Case study
Market New Zealand
Agency Publicis Mojo Auckland
Creative Guy Denniston, Mike Barnwell
Media ZenithOptimedia Auckland
Creative Karl Fleet, Lachlan Mcpherson
Released December 2011

Awards

Cannes Lions 2012
Outdoor Lions Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages Silver

Credits & Description

Category: Best Use of Outdoor
Advertiser: GREENPEACE NEW ZEALAND
Product/Service: GREENPEACE
Agency: PUBLICIS MOJO
Media Agency: ZENITH OPTIMEDIA, Auckland, NEW ZEALAND
Creative: Mike Barnwell (Publicis Mojo)
Creative: Guy Denniston (Publicis Mojo)
Creative: Lachlan Mcpherson (Publicis Mojo)
Media Planner: Marcella Wijoko (Zenith Optimedia)
Agency Producer: Conan Gorbey (Publicis Mojo)
Supporter Relationships Manager: Michael Tritt (Greenpeace New Zealand)
Greenpeace Press Office: Louise Edge (Greenpeace New Zealand)
Media placement: Street Posters - Auckland, Wellington, Christchurch, Dunedin. - 11 December 2011
Insights, Strategy & the Idea
The audience was New Zealanders who lived away from the coast and weren't directly affected by the M.V.Rena oil spill - the nation's worst maritime disaster.
Greenpeace wanted to bring the reality of the disaster home to those who live miles away from it and create an emotional drive to sign the petition against deep-sea oil drilling.
Creative Execution
We created hundreds of original one-off oil prints, handmade using the bodies of birds killed during the Rena oil disaster. These original prints were then put up as street posters with a call to action to sign the petition.
They served as both a memorial to the 20,000 bird that died during the spill and a warning against the much larger threat of deep sea oil drilling.
Results and Effectiveness
The campaign served as a memorial to the 20,000 birds that died because of the Rena disaster, and as a warning of the much larger threat of deep sea oil drilling.
In a nation of 4 million, our target was to get 100,000 people to sign the petition against deep sea oil.
We exceeded that in the first week.