Greenpeace

Once at the forefront of the environmental movement, Greenpeace was being overshadowed. Curiously, in the wake of the green phenomenon, its profile was in decline. With Zig’s help, the not-for-profit org hoped to get back on the map as an environmental leader.

Research concluded that most Canadians dismissed Greenpeace as an ineffectual fringe organization. Most perceptions were locked in the past, with visions of radicals chained to trees. Moreover, in the eyes of the potential donor, such actions generated a bit of press but did little to effect change. That, however, was another misconception. Greenpeace had been successful in spearheading large-scale change: major publishers like Germany’s Der Spiegel were forced to use chlorine-free paper, and the org championed the development of Greenfreeze (an ozone-friendly refrigerator technology).

The resulting print campaign focused on that success. The mug shot creative juxtaposed the current perception of Greenpeace as radical with details of the changes it had effected, punctuated by the ironic tagline “Guilty since 1971.”

To date, the campaign has generated enormous buzz, with donations showing impressive jumps since launch. It’s also been recognized on the awards front, including ADCC Gold, Silver and Merit, the Cannes shortlist and One Show finalist.