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Earth Day DM

Published/Aired: 
April 2007
 Earth Day DM
 Earth Day DM

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Description

In order to communicate Earth´s Day and show National Geographic's Channel (NGC) concern for environmental issues, a presskit was sent to media buyers, partners and press.This press kit was composed by a 2007 reserve mineral water bottle, highlighting the fact that this natural resource will become a luxury good due to its scarcity.

Advertising Agency: Torke Stunt, Lisbon, Portugal
Creative Director: André Rabanea
Art Directors: Hugo Tornelo, João Pereira
Copywriters: Gustavo Blanco
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Highest Rated

Mr. The Bear's picture

Maybe because of the budget....how many times we want more but the client says NO? Also, knowing the brand and knowing the agency I bet this is the case...poor budget

Mr. The Bear
Activity Score 243
Higher School of Communication and Media Studies |

Bear It

Laurent's picture

here's how i see things. i like the idea although when you look at it it doesn't have anything that special except maybe for the copy. my idea, if i may suggest, would be to design a very classy bottle, maybe something like a very expensive wine or something. then with a nice twisted label design, get the message through. This idea of course, is regardless of the budget allocated by the client. By this you really get the message of luxury through.

Laurent
Activity Score 279
General Manager at White Rabbit
Advertising Pawn's picture

Agreed. It's true that the design of the bottle does not convey the feeling of a luxury good...

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Advertising Pawn
Activity Score 419
Other |

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elmikel's picture

Partly true but classy bottle doesn't necessarily tell a classy drink. It's usually the brand. And the bottle should tell you it's a plain water in this case. If it was e.g. in a wine bottle it would be confusing in my opinion.

elmikel
Activity Score 1147
Illustrator
philippertl's picture

I agree. Nice idea but why such a crap execution?

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philippertl
Activity Score 656
Graphic Designer |

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Mr. The Bear's picture

Maybe because of the budget....how many times we want more but the client says NO? Also, knowing the brand and knowing the agency I bet this is the case...poor budget

Mr. The Bear
Activity Score 243
Higher School of Communication and Media Studies |

Bear It

jennywhx's picture

agree to Laurent. the bottle make it look like the free gift when i attending some roadshow.

jennywhx
Activity Score 1142
Other |

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Spanky's picture

interesting. a concept that claims to support the environment. but is over-packaged, thus harming the environment.

Spanky
Activity Score 4897
Other
No fixed abode's picture

I like it. Simple and to the point.

No fixed abode
Activity Score 380
Copywriter
Babi's picture

This operation is a (bad) copy cat of another one made in Paris by Action Contre la Faim where the bottle of water was presented as a bottle of perfume. "Water is a luxury good for 1 billion people"
http://lalbumnpo.wordpress.com/2007/03/21/journee-de-leau-acf/
Apart from that the idea is great.

Babi
Activity Score 152
Other |

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Beatboxer's picture

Babi, the two campaigns are not related. One is about the luxury (perfume), the other focuses on the possibility of scarcity.

I like it very much, i like the connection they made with the wine designations (Water - Reserve 2007) and i think the execution is pretty well done regarding the objectives of a Press Kit.

Nice, from my country.

Beatboxer
Activity Score 1517
Copywriter
Spanky's picture

it's the same concept. they're both saying clean water is a luxury due to scarcity. but the "perfume" ads did it much better.

Spanky
Activity Score 4897
Other
dklimke's picture

hope both are made from recycled materials

dklimke
Activity Score 23
Graphic Designer
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