Smart campaign for less CO2
Environmental protection The Zurich advertising agency Reinhold has designed an awareness campaign on climate change for Greenpeace.
Environmental protection Zurich-based advertising agency Reinhold has designed an awareness campaign on climate change for Greenpeace. "We want our children to have a better life one day." This sentence could not only come from any mother or father, but also from Greenpeace. The current awareness campaign on climate change therefore focuses on the "unfortunately not so rosy future of children" for environmentalists. The battle cry is: "Reduce CO2". Reinhold has illustrated the campaign with a "picture book for adults".
Greenpeace fights against the slaughter of whales. Against air and sea pollution. Against nuclear power. Against genetic manipulation. Or against the causes of climate change: too much CO2 emissions, mainly caused by unchecked car traffic, unreasonable heating and industry.
Following the previous campaign "My last will and testament", which Greenpeace used to fundraise with images of environmental disasters, the aim now is to raise awareness of the problem of CO2 emissions.
Hot facts for SwitzerlandSwitzerland ranks sixth in per capita CO2 emissions. The temperature in the sensitive Alpine region has risen twice as much as the global average over the past 100 years: by 1.6 degrees Celsius. And the thermometer is climbing faster and faster.
The result is the ever faster melting of glaciers and further environmental disasters such as landslides or flooding. If the temperature rises by a further 2 degrees
costs of 3.2 billion Swiss francs for the consequential damage - per year. Thousands of children are already suffering from respiratory diseases every year due to CO2 emissions, air pollution and alarming ozone levels.
With immediate effect, Greenpeace wants to provide broad and intensive information about the causes and complex interrelationships of this climate shock and thus shake up the public, politicians, opinion leaders and industry. In addition to typical Greenpeace campaigns, a broad media campaign will be used for the first time.
A "children's book for adults" gets to the heart of the campaign idea. The idea: Nothing has a more dramatic and contrasting effect than wrapping the sometimes very gloomy images of the future in lovely children's book illustrations. These could be fairytale books, encyclopaedias, school books or even colouring books.
The campaign slogan is: "Reduce CO2." Similarities with a car slogan are "purely coincidental, of course", says the former Smart copywriter Wolfram Scherer at Reinhold's - with knowing naivety.
In future, this concept strip will be used to record all CO2
and measures from Greenpeace. From posters to mailings. The first phase of the campaign is designed to raise awareness. In the fall, Greenpeace and Reinhold also want to launch a fundraising campaign.
Reinhold has been able to recruit a well-known artist as illustrator for all advertising material. Rudolf Stüssi from Zurich, who lives in Canada, has illustrated several well-known children's books and has also made a name for himself in international animated films in Los Angeles. There is also a bit of luck behind the engagement. "The realization of the campaign was suddenly urgent. And as an experienced illustrator for Disney, Stüssi is used to working quickly," reveals Reini Weber. What's more, the fee was "environmentally friendly", as Rudolf Stüssi personally sympathizes with Greenpeace's concerns.
Reinhold has developed advertisements for Das Magazin, NZZ am Sonntag and WOZ. With this combination, Greenpeace reaches well over a million people each time, especially in Switzerland's urban centers, as well as well over half of all opinion leaders in Switzerland.
The Reinhold advertising agency has developed a total of eight double-sided ad motifs, which will appear in a first wave until the summer vacations. The campaign will be continued in the fall. This launch will be flanked by fill-board posters at several thousand petrol station chain pumps, on the Internet, with information material, surprising guerrilla campaigns and a direct appeal to potential sponsors in kind in the specialist communications press.
"You can expect surprises at both Greenpeace and Reinhold, and the mixture of the two is likely to become a little more explosive" - Reinhold Weber doesn't reveal any more. The agency won the CO2 reduction contract in a pitch. Reini Weber had previously worked with WHS on the "Electricity without Nuclear" campaign for Greenpeace. So it will be interesting to see how "Reduce CO2" will be "waxed" in the future.
From the Heidi cartoon to GreenpeaceRudolf Stüssi was born in Zurich in 1947, but is a cosmopolitan with stops in the USA, Canada, London, Florence, Mexico and the Dominican Republic. He studied English literature, journalism and later art. In Toronto, he was elected to the Royal Canadian Academy of Arts. While teaching art used to be his main source of income, he is now increasingly working on commissions and animated films in Los Angeles, Manila, Berlin and Switzerland. Stüssi is responsible for the artistic design of "Asterix in America", "Little Bear", "Heidi" and other animated films. He has also had exhibitions in Switzerland, Germany, England, the USA and Italy. Some of his works are currently on display at the H.R. Giger Museum in Château Saint-Germain. (pan)
Gloomy visions in an insidiously loving package: Reinhold shows the consequences of increasing CO2 emissions for Greenpeace.
Andreas Panzeri
Greenpeace fights against the slaughter of whales. Against air and sea pollution. Against nuclear power. Against genetic manipulation. Or against the causes of climate change: too much CO2 emissions, mainly caused by unchecked car traffic, unreasonable heating and industry.
Following the previous campaign "My last will and testament", which Greenpeace used to fundraise with images of environmental disasters, the aim now is to raise awareness of the problem of CO2 emissions.
Hot facts for SwitzerlandSwitzerland ranks sixth in per capita CO2 emissions. The temperature in the sensitive Alpine region has risen twice as much as the global average over the past 100 years: by 1.6 degrees Celsius. And the thermometer is climbing faster and faster.
The result is the ever faster melting of glaciers and further environmental disasters such as landslides or flooding. If the temperature rises by a further 2 degrees
costs of 3.2 billion Swiss francs for the consequential damage - per year. Thousands of children are already suffering from respiratory diseases every year due to CO2 emissions, air pollution and alarming ozone levels.
With immediate effect, Greenpeace wants to provide broad and intensive information about the causes and complex interrelationships of this climate shock and thus shake up the public, politicians, opinion leaders and industry. In addition to typical Greenpeace campaigns, a broad media campaign will be used for the first time.
A "children's book for adults" gets to the heart of the campaign idea. The idea: Nothing has a more dramatic and contrasting effect than wrapping the sometimes very gloomy images of the future in lovely children's book illustrations. These could be fairytale books, encyclopaedias, school books or even colouring books.
The campaign slogan is: "Reduce CO2." Similarities with a car slogan are "purely coincidental, of course", says the former Smart copywriter Wolfram Scherer at Reinhold's - with knowing naivety.
In future, this concept strip will be used to record all CO2
and measures from Greenpeace. From posters to mailings. The first phase of the campaign is designed to raise awareness. In the fall, Greenpeace and Reinhold also want to launch a fundraising campaign.
Reinhold has been able to recruit a well-known artist as illustrator for all advertising material. Rudolf Stüssi from Zurich, who lives in Canada, has illustrated several well-known children's books and has also made a name for himself in international animated films in Los Angeles. There is also a bit of luck behind the engagement. "The realization of the campaign was suddenly urgent. And as an experienced illustrator for Disney, Stüssi is used to working quickly," reveals Reini Weber. What's more, the fee was "environmentally friendly", as Rudolf Stüssi personally sympathizes with Greenpeace's concerns.
Reinhold has developed advertisements for Das Magazin, NZZ am Sonntag and WOZ. With this combination, Greenpeace reaches well over a million people each time, especially in Switzerland's urban centers, as well as well over half of all opinion leaders in Switzerland.
The Reinhold advertising agency has developed a total of eight double-sided ad motifs, which will appear in a first wave until the summer vacations. The campaign will be continued in the fall. This launch will be flanked by fill-board posters at several thousand petrol station chain pumps, on the Internet, with information material, surprising guerrilla campaigns and a direct appeal to potential sponsors in kind in the specialist communications press.
"You can expect surprises at both Greenpeace and Reinhold, and the mixture of the two is likely to become a little more explosive" - Reinhold Weber doesn't reveal any more. The agency won the CO2 reduction contract in a pitch. Reini Weber had previously worked with WHS on the "Electricity without Nuclear" campaign for Greenpeace. So it will be interesting to see how "Reduce CO2" will be "waxed" in the future.
From the Heidi cartoon to GreenpeaceRudolf Stüssi was born in Zurich in 1947, but is a cosmopolitan with stops in the USA, Canada, London, Florence, Mexico and the Dominican Republic. He studied English literature, journalism and later art. In Toronto, he was elected to the Royal Canadian Academy of Arts. While teaching art used to be his main source of income, he is now increasingly working on commissions and animated films in Los Angeles, Manila, Berlin and Switzerland. Stüssi is responsible for the artistic design of "Asterix in America", "Little Bear", "Heidi" and other animated films. He has also had exhibitions in Switzerland, Germany, England, the USA and Italy. Some of his works are currently on display at the H.R. Giger Museum in Château Saint-Germain. (pan)
Gloomy visions in an insidiously loving package: Reinhold shows the consequences of increasing CO2 emissions for Greenpeace.
Andreas Panzeri
