The beauty of this appeal by Oro Verde Rainforest Foundation is its humble low-tech innocence. It doesn’t smack of big budget glitz, high-tech digital manipulations, and pre-launch market testing. The idea is everything. Its charm is in its simple, direct, homemade look. A high school student could have produced it… but didn’t.
Actually, the campaign was created by ad giant, Ogilvy & Mather, in Frankfurt, Germany. Hand-written placards were posted on more than 600 trees in Germany and helped OroVerde raise cash donations by more than 27 percent.
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Those of us who are concerned about climate change finally have a slogan and graphic identity to rally around, thanks to design legend Milton Glaser.
The campaign’s slogan — “It’s Not Warming, It’s Dying” — doesn’t mince words about what’s ultimately at stake for the earth if we don’t get a grip on global warming. Done in conjunction with New York’s School of Visual Arts (SVA), where Glaser is acting chairman and a faculty member, the campaign aims to spark action on climate change through the distribution of lapel buttons featuring a graphic symbol, designed by Glaser. The logo represents the earth as seen from outer space, with the lush green disappearing into an ominous black. To reinforce the sense of a dying planet, the green swath is printed in ghostly glow-in-the-dark ink. Like his iconic “I (heart) NY” image, Glaser’s climate change logo is powerful in its directness and simplicity.
SVA is spearheading this social awareness campaign by offering Glaser’s dying planet logo as a lapel button ($5 for 5 buttons) so wearers can visibly express their concern for the planet. Up until now, the global warming deniers have been the most vocal in expressing their views, while those who believe that the climate is changing have mostly relied on scientific papers, panels of experts citing data, and Power Point-laden documentaries (a la Al Gore) to present their reasoned arguments. It’s time to be seen. If enough people around the world are seen wearing Glaser’s button, politicians and policymakers cannot easily dismiss these constituents as a minority of alarmists.
Take my word for it, my farming credentials are impeccable. I’ve grown up around commercial fruit and vegetable farmers my entire life, and I know that the tasty, tree/vine-ripened, organically safe stuff rarely make it onto the supermarket shelf because retailers want their produce uniform in size, unblemished and picked firm and barely ripe so they won’t spoil before sold. As a result, mega-tons of fruits and vegetables are rejected for purely cosmetic reasons. Millions of people are suffering from malnutrition and billions of dollars of food are tossed out because they don’t rise to the aesthetic standards of clueless urbanites who believe that beauty trumps taste. What’s equally sad is that many city-dwellers don’t know how a real tree-ripened apricot, peach or cherry should taste. Shame!
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Wine packaging is steeped in tradition and sometimes unfounded biases, and connoisseurs are quick to form opinions about the quality of wine inside by the bottle’s shape, color and design. The cork versus screw cap debate, for instance, has been going on for well over a decade. So, it will be interesting to note the wine-drinking market’s response to Paperboy, packaged in a bottle made entirely from compressed recycled paper. UK packaging producer GreenBottle teamed with California wine producer Truett-Hurst to unveil the world’s first paper wine bottle. It is being sold in Safeway supermarkets on the West Coast now, with plans to offer it across the U.S. soon. London/NY-based agency Stranger & Stranger designed the Paperboy label graphics, which were printed with natural inks.
GreenBottle reports that the paper bottle, with a liquid-tight insulated plastic bladder inside, has a carbon footprint that is one third of an equivalent glass bottle. The bottle is feather-light, weighing about an ounce when empty, thus reducing shipping, handling and energy consumption costs. Despite its lightweight, Paperboy bottles are said to be rigid and strong, and ice bucket safe for three hours. Sounds good. Now let’s see if wine snobs can get past the fact that they’re drinking a brand sold in a paper bottle.
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Anthimos Xenos in Athens, Greece, produced this animated introduction for the Greek environmental television network, EcoNews. For the 30-second video, Xenos served as art and creative director, motion designer and 3-D animator, and completed the project from start to finish in one month. Music and sound compositing was by Xenakis Lefteris and additional direction by Nikos Tsimouris. In February 2013, Xenos founded his own firm, Darling Creative Motion, in Athens, to focus on TV branding and advertising.