California Coastal CleanUp Day - "Cig Egret"

Goodby Silverstein & Partners

Goodby Silverstein & Partners San Francisco, United States

Awards

6934

This ad is part of the ACT Responsible Collection

Brand: California Coastal CleanUp Day
Country: United States

Advertiser: California Coastal Commission

Title	Cig Egret
Agency	Goodby Silverstein & Partners
Campaign	California Coastal CleanUp Day
Advertiser	California Coastal Commission
Brand	California Coastal CleanUp Day
Date of First Broadcast/Publication	2005 / 9
Business Sector	Environmental & Animal Issues
Tagline	Non-Native Species of the California Coast
Story	California Cleanup Day is an annual statewide event that enlists volunteers to spend one day cleaning up the coast. The California Coastal Commission wanted to call attention to the event.
Philosophy	Clearly, garbage doesnt belong on our beaches and is harmful to Californias native species. This fact led to the strategy the creative team came up with: Trash is a non-native species and must be removed. To illustrate this, they created strange and slightly ominous creatures that represented the danger of different kinds of trash. The Cig Egret, the Oil Shark and the Spork Crab were a few examples. Making the creatures feel real was key in getting people to pay attention. The imagery had to be striking it had to make people look twice. The posters and images are reminiscent of classic nature postcards and Audubon paintings, but on closer inspection, are a bit more twisted.
Problem	While the California coastline is one of the more scenic places on earth, the garbage that is left on its beaches and inland waterways is a major problem.
Result	The event took place Saturday, September 17th, 2005. 48,250 volunteers picked up 871,361 pounds of trash and an additional 99,686 pounds of recyclable materials, for a total of 971,047pounds of debris. You can find out more at www.coastforyou.org
Media Type	Print
Market	United States
Account Director	Rene Cournoyer
Art Director	Paul Foulkes
Creative Director	Jeff Goodby
Copywriter	Tyler Hampton
Photographer	Claude Shade
Creative Director	Rich Silverstein
Other	Michael Stock
Agency Producer	Michael Stock
Other	Corbis and Getty One
Other	Pacific Digital Imaging