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 | |
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 |