Greenpeace - "Air"

McCann Worldgroup India New Delhi, India

Awards

5612

This ad is part of the ACT Responsible Collection

Brand: Greenpeace
Country: India

Advertiser: Greenpeace

Title	Air
Agency	McCann Worldgroup India
Campaign	Yin Yang
Advertiser	Greenpeace
Brand	Greenpeace
Date of First Broadcast/Publication	2015 / 4
Business Sector	Environmental & Ecological Issues
Tagline	Bring Back the Balance
Philosophy	Greenpeace is one of the largest and most active organizations in the area of environmental protection. The organization runs various initiatives across the globe in the area of environmental protection, conservation and sustainability with the help of volunteers. The mission of the campaign was to create awareness about the state of affairs the world is in, in terms of environment. It's a well-known fact that mankind has pushed the environment to brink. We are increasingly moving towards a state of no return. The objective was to create a campaign that makes people stop and at least ponder about the state of affairs. The central idea of our campaign simply puts things in perspective. It portrays how we as mankind have created an ‘imbalance’ in our environment by our sheer greed and indulgence. We chose to use symbols of 'yin' and 'yang' to portray how off balance we really are today!
Problem	It's a well-known fact that mankind has pushed the environment to brink. We are increasingly moving towards a state of no return. The objective was to create a campaign that makes people stop and at least ponder about the state of affairs.
Result	The campaign did not have a specific outcome to target. We could only hope that it did make some people ponder and adapt a more environmental friendly mind set.
Media Type	Poster
Chief Creative Officer	Prasoon Joshi
National Creative Director	Prateek Bhardwaj
Executive Creative Director	Ravinder Siwach
Creative Director	Denzil Machado
Creative Director	Dalip Singh
Copywriter	Dalip Singh
Copywriter	Seby John
Illustrator	Sanjay Singh
Photographer	Amit Dey
Retoucher	Milind Aglave
junior visualiser	Tanvi jaiswal