Greenpeace

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The Challenge:
Competing with a deluge of promotions during RRSP season, this ad had to draw attention to the potential effects of investing RRSP funds in environmentally unsound companies

The Action:
Placed in the financial sections of national newspapers and using stark black & white photos, and spare, matter-of-fact copy this ad lets the images do the talking on wildlife habitat destruction, while offering the reader an active role in the solution.

The Result:
As part of a campaign that included projecting similar images on the sides of buildings in Toronto’s financial district, this ad helped create awareness of the RRSP consumer’s role in the big environmental picture.