Creative Gallery on Sustainability Communications

 

 
"Dirty Car" For Federal Public Service of Environment
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Description / Synopsis

The visual shows a car urinating on a dog.

Context

The Belgian Federal Service of Health, Food Chain Safety and Environment tries to make the public aware of the CO2-pollution and to have this taken into account when purchasing a new car. This ad also wants to increase awareness on the guide listing al car brands accordiing to their CO2 emission.

Philosophy/Solution

'Dirty Car' makes the invisible and polluting CO2 visible by comparing it to the other dirt found in public space: dog's waste.

Results

After apparition, the amount of requests for the CO2 guide skyrocketed and over a million hits on the affiliated website were scored. The ad has won the silver and gold PAMPA-Award 2005 (PAMPA: Public Authorities Magazine Print Award) .

Title"Dirty Car"
Original Title"Sale voiture (FR)- Vuile Auto (Dutch)"
AgencyTBWA\BRUSSELS
CityBruxelles
AdvertiserFederal Public Service of Environment
Brand NameCO2 Guide
Product NameGuide to CO2 emission of new cars
Sustainability Themes Education & Awareness, Climate Change & Atmosphere
Date of First Publication 20/11/2004
Country of ProductionBelgium
LanguageEnglish
TypePrint
TaglineIs your car clean?
Awards -Public Authorities Magazine Print Award, 2005 (Gold (FR), Silver (Dutch))
   
Account Director: Geert Potargent
Advertising Manager: Béatrice Best
Art Director: Sabine Malherbe
Copywriter: François Daubresse
Creative Director: François Daubresse
Others: Yelle @ the living room
Photographer: Grégor Collienne