Kind regards for Greenpeace: The dreams written on the face
Greenpeace Switzerland’s brand campaign is entering its next phase. Based on the slogan «Dreampeace,» the campaign once again focuses on dreams—and the associated demands for a better world. In addition to the core themes covered so far—such as climate protection and sustainable finance and consumption—a new campaign series and a new visual identity have been introduced, conceived and implemented by the Zurich-based agency Freundliche Grüsse.
Apart from the yellow banner typical of Greenpeace, the current campaign has a completely new look. The focus is on people who show attitude - and literally draw their dreams on their faces. Photographed in a tonality that matches the brand: raw, authentic, yet lovingly playful and radiating hope.
In its current campaign, the environmental protection organization not only expresses its dreams, but also provides suggestions for action on how to achieve the goals it has set. For example, with new laws for a consistent climate policy, with sustainable investments for a climate-friendly financial center or with a respectful treatment of nature for a planet without overconsumption. Interested parties can find out what this means in detail from Monday onwards at the Landing page.
Furthermore, Greenpeace has set itself the goal of promoting social change for a globally just life and bringing about systemic change. For this overarching theme, which encompasses Greenpeace's previous concerns and at the same time goes beyond them, a separate subject was created.
The symbols on the models' faces are intended to create a link to the individual themes as well as to the Greenpeace brand itself. At the heart of the campaign is an Instagram filter that functions as a random generator. The AR filter selects one of the four visions for a better world and makes the symbols appear on the face. In this way, Greenpeace wants to give people the opportunity to show their stance and become part of the campaign themselves.
The campaign can be seen online and offline throughout Switzerland from Monday. In addition to posters, ads as well as implementations for banners and social media channels were created. Tattoo sheets as giveaways are also to follow.
INTERVIEW WITH PASCAL DEVILLE
"The dream should not remain a dream"
Werbewoche.ch: Pascal Deville, Monday sees the launch of the current brand campaign for Greenpeace. How did you come up with the idea of "wishes written on the face"?
Pascal Deville: From the beginning, it was clear that the campaign should convey the dreaminess of the "Dreampeace" mission statement, but still have a strong attitude. Greenpeace was founded 50 years ago by a bunch of hippies with a big vision. From this came the campaign idea of militant dreamers, whose "war paint" reflects Greenpeace's many issue areas. The iconic yellow banners give the dream conciseness and urgency. After all, the dream should not remain a dream.
How did the collaboration work? Was Greenpeace involved in the creative process from the beginning?
The collaboration with Greenpeace and Freundliche Grüsse has now been in place for just over two years. Back then, we were catapulted directly from the pitch into the anniversary campaign [Werbewoche.ch reported] and only really got to know Greenpeace during the relatively short conception phase. What many people don't know: Greenpeace is already working behind the scenes on issues that won't be relevant in society for a few years. The brief was to make the existing brand campaign more emotional, with a stronger focus on people. The idea was then a brainstorm. The creative process with the relevant Greenpeace experts followed afterwards, in the formulation of the messages.
What's important when you're marketing topics that aren't meant to inspire consumption, but rather a change in thinking. That are not so sexy per se. Are there any no-go's?
As an agency, we see marketing and advertising not just as a means of promoting consumption, but also as a lever for social change. This is also what our motto "Create Positive Impact" stands for. And making something superficially unattractive interesting is something I always accept as a grateful challenge. There are no-gos in the NGO world just as there are in brand and brand communication. In both, the rule of thumb is "Know the rules. Break the rules."
Responsible at Greenpeace Switzerland: Caroline Strohm (Marketing Manager), Franziska Neugebauer (Visual Communication Manager), Claudia Forcellini (Fundraising Overview). Responsible at Friendly regards: Pascal Deville, Samuel Textor (overall responsibility), Norihito Iida, Christian Stüdi (creative direction), Laura Leuenberger (graphics) Roxana Hudson, Alessandra Di Giorgi (consulting), Sandro Matter (Instagram filter). Photography: Sabina Bösch. Make-Up Artist: Juliette Ruetz. Production: Out of Order Productions. Image processing: Lorenz Wahl.
