Public Eye Publicidad en TV y cine, Digital, Case study Return To Sender [image] 1 Freundliche Grüsse Zürich

Return To Sender [image] 1

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Media Publicidad en TV y cine, Digital, Case study
Mercado Suiza
Agencia Freundliche Grüsse Zürich
Creative Director Pascal Deville, Samuel Textor, Res Matthys
Art Director Nadine Mojado, Alain Aebersold
Copywriter David Elmiger
Publicado octubre 2016

Premios

Cannes Lions 2017
PR Practices & Specialisms: Events & Stunts Bronze Lion

Creditos y descripciones

Title: Return To Sender
Agency: Freundliche Grüsse
Brand: Public Eye
Country: Switzerland
Entrant Company: Freundliche Grüsse, Zürich
Advertising Agency: Freundliche Grüsse, Zürich
Media Agency: Stailamedia, Zürich / Storyfilter, Baar
Pr Agency: Freundliche Grüsse, Zürich
Creative Director: Samuel Textor (Freundliche Grüsse Gmbh)
Creative Director: Pascal Deville (Freundliche Grüsse Gmbh)
Creative Director: Res Matthys (Freundliche Grüsse Gmbh)
Copywriter: David Elmiger (Freundliche Grüsse Gmbh)
Art Director: Alain Aebersold (Freundliche Grüsse Gmbh)
Planner: Michael Benz (Freundliche Grüsse Gmbh)
Chief Operating Officer: Patrick Biner (Freundliche Grüsse Gmbh)
Project Manager: Stefanie Schmid (Freundliche Grüsse Gmbh)
Programmer: Erwan Eydt (Freundliche Grüsse Gmbh)
Director: Alexander Meier (Meier Productions)
Art Director: Nadine Mojado (Freundliche Grüsse Gmbh)
Graphic Designer: Sean Dünki (Freundliche Grüsse Gmbh)
Cameraman: Derek Stierli (Meier Productions)
Strategy:
Public Eye has a member and donor community of 25´000 people. With the campaign, we addressed urban, well-educated Swiss who want to fight against social inequity. People who care about global justice. The idea was to reach the target audience and to multiply the reach by activating the Public Eye community on- and offline. On the website returntosender.ch, we provided the content about the dirty business. The campaign was boosted with social posts, ads and teasers on Twitter and Facebook. We also placed featured content in magazines read by the target audience. Public Eye street teams collected signatures in Swiss cities. But we needed the big media to jump on board, in order to give the campaign a boost and let the media transport the message.
Relevancy:
The core idea of this campaign is a striking PR stunt. As Trafigura pollutes the air with dirty diesel in Ghana and other West African countries, we sent the dirty air back to the sender with the help of African activist. On the way back to Switzerland, almost 20´000 people supported and signed the petition to stop the commodities giant. The campaign and the report about dirty diesel were covered by major news platforms like The Guardian, The New York Times and BBC. At all points, «Return to Sender» is a successful PR concept.
Synopsis:
Based in Switzerland, big oil traders like Trafigura blend cheap fuel with sulfur levels hundred times over European limits. They sell the «dirty diesel» in African countries where the weakness of local fuel standards can be exploited. The Swiss NGO Public Eye published a 160-page report about the dirty business. In order to expose this practice and to push Trafigura to change it, the NGO had to act and to present the findings to a larger public. Public Eye asked us to create a campaign that communicates the extensive subject in a smart way and asked us to mobilize as much people as possible to sign a petition against the dirty business of Trafigura.
Outcome:
Media output: Media coverage started with an article in the Guardian at the campaign beginning and was followed by wide-coverage news platforms like Le Monde, Financial Times, New York Times, BBC, Reuters or France24. The media coverage in West African countries was even bigger and forced Ghana to take action.Target audience outcomes:The petition was signed by almost 20´000 people.Business outcomes: The Public Eye Facebook community increased by more than 20%, 1000 new members were gained (base: 25'000 members). Public pressure caused by our campaign moved the government of Ghana to toughen its national sulfur standard by a factor of 60. The National Petroleum Authority Ghanas called our campaign the catalyst for these actions. Benin, Togo, Ivory Coast and Nigeria followed and toughened its sulfur standards. The Dutch and the Nigerian governments recognized the problem of the export of dirty diesel, they want to take actions. The city council of Amsterdam wants to ban the export.
Campaign Description:
To show the shocking health impacts dirty diesel has on the African population, we created a multichannel campaign. With the help of activists in Accra, Ghana, we shot a short film showing local people capturing the polluted air into canisters and return it to the sender. In other words: As a reaction to the dirty business of Trafigura, we sent the air in a shipping container back to the commodities giant.
Execution:
The campaign was implemented in three phases. In phase one, the audience was shown a teaser film with local people capturing the polluted air into canisters and return it to the sender. A lot of major media platforms around the world reported about the story of the dirty diesel. In phase
the journey of the dirty air to Switzerland started and was a public event. Users could follow the cargo ship in real time on the website returntosender.ch, including precise geolocation of the container ship, weather data and progression. The website also contained extensive information about the report. It led to a petition demanding Trafigura to stop their dirty business and focus on their goal of becoming market leader in social responsibility. The hook of Phase 3 was the delivery of the dirty air to the sender, to Trafigura in Geneva. This event was covered by national TV.