CO2 Guide - "Dirty Car"

TBWA\Brussels

TBWA\Brussels Bruxelles, Belgium

3071

Title	Dirty Car
Title (original language)	Sale voiture (FR)- Vuile Auto (Dutch)
Agency	TBWA\Brussels
Campaign	CO2 Guide - Federal Public Service of Environment
Advertiser	Federal Public Service of Environment
Brand	CO2 Guide
Posted	May 2005
Product	Guide to CO2 emission of new cars
Business Sector	Institutional/Public Interest/Non-Profit Org.
Tagline	Is your car clean?
Story	The visual shows a car urinating on a dog.
Philosophy	'Dirty Car' makes the invisible and polluting CO2 visible by comparing it to the other dirt found in public space: dog's waste.
Problem	The Belgian Federal Service of Health, Food Chain Safety and Environment tries to make the public aware of the CO2-pollution and to have this taken into account when purchasing a new car. This ad also wants to increase awareness on the guide listing al car brands accordiing to their CO2 emission.
Result	After apparition, the amount of requests for the CO2 guide skyrocketed and over a million hits on the affiliated website were scored. The ad has won the silver and gold PAMPA-Award 2005 (PAMPA: Public Authorities Magazine Print Award) .
Media Type	Print
Market	Belgium
Other	Yelle @ the Living Room
Advertising Manager	Béatrice Best
Photographer	Grégor Collienne
Copywriter	François Daubresse
Creative Director	François Daubresse
Art Director	Sabine Malherbe
Account Director	Geert Potargent