I guess you already heard about the Pepsi Refresh Project. They are looking for people, businesses, and non-profits with ideas that will have a positive impact. Pepsi is accepting 1000 ideas every month will finance these projects. Very nice.
But why is the enormous worldwide campaign needed? Sounds not very sincere isn’t it?
The whole thing was irritating me this week and today Steve from zyozy.org send me the tip about the video’s as shown here. A complete rip off!
Above the Pepsi refresh campaign video, made by TBWA Chiat Day, where synchronized webcammers interact with each other. And see the video from the Japanese band Sour below with their video that went viral last summer.
In case you know the work of M.C. Escher this new campiagn looks familiar. The campaign promotes the green HSBC insurance, which is a new eco-friendly product from the Brazilian insurance company.
“When you realize, it might be too late.
Acquire the Green Insurance from HSBC now and help protect nature.”
Tomorrow marks the first anniversary of the Mumbai Attacks which killed 173 people and wounded at least 308. The coordinated series of shootings and bombings rocked the megacity with key attacks at the Taj & Oberoi Hotels, Cama Hospital, Nariman House, Leopold Cafe and CST Station.
!dea Cellular is marking the anniversary with their Talk for India campaign. I stumbled upon these promoters of the campaign today in Colaba – at the heart of last year’s chaos.
For one hour between 8:36 pm and 9:36 pm, !dea customers (over 53 million mobile subscribers nationwide) will have the opportunity to make their calls count towards the strengthening of national security. The net income of all voice calls made within India during this hour will be donated to the Indian police force.
On October 29th 2009, Heineken officially launched its second global responsible drinking campaign. After the success of last year’s Enjoy Heineken Responsibly campaign, Heineken continues to talk about the signs people start to show when they’ve had one too many. The user is provided with tools through which they can show their friends something about self-awareness on a night out. With the iPhone “Breathalyzer” and the social network application “Tag of Shame” Heineken is enabling a conversation between friends.
The brewery want to prompt greater self-awareness amongst Beer drinkers that sometimes have that one too many, and ruin the night out for themselves and for their friends. They want to send this message by engaging with our audience, not preaching to them.
Their research shows that people do not respond well to being patronized by brands or governments. But they are open to receive a light-hearted responsible drinking message from a brand as well as responding to subtle messages from their friends about their alcohol consumption.
The website is the focus of the Know The Signs campaign (see image above and video below), where you can interact with the message and enjoy learning how to spot the key signs of when someone has had that one too many to drink.
When you enter the website, you see a large TV screen showing CCTV images of a bar. You’ll need to watch the footage and try and spot the ‘signs’ – those little clues that tell you it’s all about to go wrong.
Overview of 37 innovation principles and inspiring examples for a better world. Made by Marc Heleven from New shoes today, a ídea factory based in Belgium.
New shoes today is a growing number of soulmates in business who give support to people and organisations on their road to creation, innovation and change. Together with clients they take on 21st century challenges. Their values: open - drive - unity - fun - care - today.
The transcript of the slideshare presentation with all links can be found here.
This is a recycled billboard to announce the opening of the first environmentally responsible Leroy Merlin (home center) in Brazil.
Placed at Niteroi, Rio de Janeiro, Leroy Merlin was builded with sustainable materials and products. The store reuses 50% of it’s water and decreased 14% of energy consumption comparing to other stores.
The store sells eco-friendly products as well. And to announce this new approach, recycled pieces of wood are used on the building of the store to make a billboard.
Tagline: “The new Leroy Merlin. So environmental friendly that even the used building material became a billboard.”
Land’s End is sponsoring this year the Big Boston Warm-Up, an effort to make the season warmer for the homeless people in the Boston area. Collecting one coat at a time (donated at Sears), but also setting up a beautiful website, developed by Firstborn.
The infographic rich website also informs about the installation at Boylston Plaza with 738 figures waiting for a warm red heart, meaning that 10 people have donated coats for each figure.
Finally, do check the also special and personalized video after the jump.
10 Smokers. 5 countries. 1 month to quit smoking.
That’s the challenge proposed by MTV Europe, with the selected smokers from across Europe sharing their quitting attempts, by videoblogging, social network updates and other online footprints. The quitters, as with any reality show, are tracked with the help of a special advisor, Miss Quit.
You can get involved (and win tickets to this year’s MTV Europe Music Awards in Berlin) by helping the quitters with your encouragement and practical tips.
The project is also supported bu the European Union and Help E-U
Mumbai mobile service providers Aircel recently promoted their network via a novel billboard campaign which had a real rescue boat attached which was used by Mumbaikars stranded in monsoon flooding. The initiaive made front page news and although we ackowledge it could be viewed as corporate ‘cause-washing’ it certainly highlights the failings of civic bodies in handling of the plight of those in monsoon effected metros. Plus it brilliantly leveraged the resulting publicity beyond the billbaord itself to further the advertiser’s cheeky message to “sail through our network this monsoon.”
This is new to me and I love it: Carrotmob. It is a method of activism that leverages consumer power to make the most socially-responsible business practices also the most profitable choices. Businesses compete with one another to see who can do the most good, and then a big mob of consumers buys products in order to reward whichever business made the strongest commitment to improve the world.
Goodness 500 posted an interesting list of companies and their donations. You may follow their blog here.
About Goodness 500
Goodness500 is a social enterprise that helps people assess the social responsibility of the companies with the most power to change the world.
Thurday evening the latest part from the Prince’s Rainforest Project campaign went live in London at Piccadilly Circus. The key image of the campaign is Kermit the Frog.
The McDonald’s sign gives members of the public the chance to interact with the breathing frog, allowing them to be photographed in front of the screens with the frog seemingly on their hand, head or shoulder, in keeping with the PRP campaign video. Alongside this, the red Coca-Cola sign turns green before showcasing some of the well-known faces from the campaign including Daniel Craig, Harrison Ford and Kermit the Frog.
At the picture above British actress Talulah Riley interact with the frog.
Social media action taking place on Twitter, Facebook, MySpace and YouTube.
Sales slow? Bad public image? This poster from Lunchbreath tells you what to do.
This must the golden tip. According to this poll on Treehugger 67% of you vote that companies using “sustainable” in their marketing are not to be trusted.
We’re in the middle of the advertising award season and the High Mass at Cannes is nearby, the Cannes Lions. The people from humanitarianlion.com wants a new award, the Humanitarian Lion, an award for social advertising in any form.
Now they ask world’s leading advertisers to convince the Cannes Lions Festival to create this category.
In this overheated media 2.0 age full of oneliners and 30 sec messsages it is relief to discover three movie pearls from Italy.
“PerFiducia” (Have Faith) a initiative from bank Intesa Sanpaolo, intent to recount the positive and vital forces that animate our country,” according to the PerFiducia Web site.
“We wanted to do something useful to contrast the negative mood that was growing in people, because apart from the economic crisis there is also a widespread crisis of faith in the future,” said Vittorio Meloni, head of internal relations for Intesa Sanpaolo. This was not the moment for a traditional ad campaign touting a bank’s merits, he said. “It’s enough for us that people ask, ‘Why did the bank do this?’ Because the answer implies that we are more than just a bank.”
The three films, of 10 minutes each, will be screened in movie theatres and on internet on perfiducia.com in Italian and English. They will also be on air on TV with a 3 minutes and 90 seconds version.
The YouTube versions are Italian only, including ‘the making of’.
Local businesses in Portland, Maine USA, helped the Salvation Army Northern New England Division launch an ad campaign that cost absolutely nothing. A big expensive campaign could have gotten their name out there. But at what cost?
Local ad agency The VIA Group helped with a pro bono grassroots ad campaign designed to boost awareness and donations during a typically slow time of year for the charitable organization. Roughly 50 area businesses donated space including the Portland Pie Co., which will have ads stamped on the underside of its pizza boxes, and Novare Res, where messages will be painted on the bar’s mirrors.
More examples from the campaign at the micro site.
Update: Check out an inside view of the creation of VIA’s “This Campaign Cost Nothing” for Salvation Army
Three Texas women entrepreneurs at BlueAvocado(R) invite one million women to join them this Mother’s Day in eliminating one billion plastic bags from their carbon diet.
Through the “billion bag challenge” campaign, the three Texas Women are raising awareness of the urgent need to eliminate plastic bags. The “billion bag challenge” was inspired by Oprah’s Earth Day message to avoid another “Great Pacific Garbage Patch.” The Garbage Patch is estimated to be filled with 80 percent plastics and is larger than the size of Texas.
Video above: “Save energy for the future / Oszczędzaj energię na przyszłość”
Six gorgeous videos from Poland from eFTe, each one about a different issue, all related to ethical consumption. They were created by young Polish artists on eFTe demand, financed by a grant from the Polish MFA (Ministry of Foreign Affairs), in frame of their global education program. Among others, they are shown before the screenings for school kids in frame of a cinema education program, in a number of cinemas all around Poland.
The name “eFTe” was created in relation to Fair Trade, but they do much more that just promote Fair Trade now and the name “efte” started to be a name of its own kind. It’s not an acronym - it’s just the name of the group.
eFTe is a group of people that think and act for ethical consumption. They are not experts, but they try to learn about the consequences of choices as consumers and want to share this knowledge. eFTe is people, thinking, acting and everyday consumer choices.
More work from the Tap Project, Las Vegas this time.
“You don’t have to be a celebrity to make a difference.”
And guess what? You don’t have to be a transvestite to make a difference.
Update: I found another part at Ads of the World of the Vegas Tap Project campaign entitled ‘For one week, Vegas is keeping it clean.” See the last three print ads.
Prior to and during World Water Week, GMMB, a DC-based firm, ran a campaign for Tap DC, the Washington iteration of the Tap Project. The concept for the campaign was “Turn a Glass of Water into Something Beautiful,” and revolved around community residents and artists donating their time/talent/money to create artwork and help UNICEF provide clean water to children in the developing world.
Nearly 900 million people around the world have little or no access to safe drinking water. Tap sets out to fix that problem.
The Tap Project is based on a simple concept: during World Water Week (March 22-28) restaurants ask their patrons to donate $1 or more for the tap water they usually get for free, and all funds raised go to support UNICEF’s efforts to bring clean and accessible water to millions of children around the world. According to Stevan Miller, Director of Corporate Partnerships at UNICEF, “This is the biggest project for UNICEF in fifty-six years.”
In this post the work of Sukle Advertising & Design for the Denver Tap project.
US retailer of consumer electronics Best Buy recently released a series of celebrity and Congressional TSAs (Teen Service Announcements) featuring Common, Taylor Swift and Sen and Chuck Grassley. These TSAs are short, unscripted videos that share the collective thoughts and experiences of teens – and former teens – with messages of hope and inspiration.
Besides celebrities Best Buy employees talks about what life was like when they were 15 years old. They share their passions, motivations and advice for teens to promote the online platform @15.
@15 is Best Buy’s teen-led social change platform that offers young people a voice and opportunities to direct the company’s philanthropy.
It’s the first time for Utah helping to raise money to provide millions of children with clean drinking water, but they sure started pretty solid with a well crafted website and these 3 beautiful spots:
The award-winning fundraising program for UNICEF started by David Droga was featured last year here at Osocio, now returns with a lot more agencies involved, as reported recently by the NYTimes. They will start their fundraising partnership with restaurants during the next World Water Week, the 22nd March. As strange as it sounds, you can help save lives by dinning out.
Gossip Girl superstar Chace Crawford ask you to take off your jeans in this campaign named Teens for Jeans.
Teens for Jeans is a national campaign from the USA, launched by apparel retailer Aéropostale and Do Something, empowering you to collect jeans for homeless teens.
Any pair of worn jeans givin to a Aéropostale store between January 26th and February 22nd will be donated to a local homeless shelter or charity. And they give an additional 25% off on the next pair of new jeans. Last year they collected over 125,000 pairs.
The outdoor clothier outfit Columbia teamed up with Prolam Y&R to decorate the façade of a newly refurbished building in Santiago, Chile, with the image above. Translated into English, the headline reads “The air that cools your home heats up the world.” Columbia belongs to the Conservation Alliance, whose website describes their corporate tag-team as “a group of specialty outdoor businesses that has become a powerful source of grass roots conservation and environmental funding.”
While the ad is incisive, I’m skeptical about Columbia’s motives, and concerned that the Conservation Alliance is greenwashing Columbia’s dirty laundry. I am a fan of ambient campaigns that directly link a social problem with their source, which this ad does explicitly, but my concern over ad creep trumps any lauding I would do about the placement of the ad. The billboard covers the windows of private homes, and would likely be illegal where I live in the United States.
Is the billboard successful, or more hot air than it’s worth?
Hi! We are Judith and Gertjan, a Dutch couple with an open heart and mind for the people of South Asia. In 2010 we will move with our two kids towards South Asia to work as volunteers. Judith is a nurse with a medical management qualification and will be involved in a medical training program. Gertjan is an entrepeneur and will start an education program and an IT business. Our Christian faith is an important motive for us in doing this kind of work.
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Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
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Hi! We are Judith and Gertjan, a Dutch couple with an open heart and mind for the people of South Asia. In 2010 we will move with our two kids towards South Asia to work as volunteers. Judith is a nurse with a medical management qualification and will be involved in a medical training program. Gertjan is an entrepeneur and will start an education program and an IT business. Our Christian faith is an important motive for us in doing this kind of work.
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