The Republic of Everyone Awarded 2011 Green Marketing Award

The Republic of Everyone (ROE), a sustainability and environment focused agency in Sydney, was presented the Green Marketing Award 2011 for work on the Garage Sale Trail, at the annual Australian Marketing Institute of Awards for Marketing Excellence. The Garage Sale Trail is a collaborative project bringing together people from the not-for-profit, business, government, art & culture, community, music and sports sectors to support the activation of thousands of garage sales all around Australia, on the one day. The campaign started in Sydney’s creative beach suburb Bondi in May 2010, associated with Sizzle Community Festival. The Garage Sale Trail went nationwide in April 2011 with 80,000 participants and a total of 3,500 households.

Engagement of the Australian public was through a website, garagesaletrail.com.au, television commercials, online videos, t-shirts, postcards, balloons, stickers and signage. 25 councils participated in 2011 as did over 30 ambassadors including Tracey Spicer, Wallabies Player Rocky Elsom and Annalise Braakenseik and a range of commercial partners including Stocklands, LJ Hooker and charity partner Keep Australia Beautiful and Vodafone who created their own app for the day. The Garage Sale Trail will be back in 2012 introducing a range of new and innovative strategies in the endeavor to connect community, encourage sustainability and have fun.

Inherently the project encourages an innovative solution to re-engaging with community as well as sustainability, and is closely aligned with the emerging trend of collaborative consumption, an economic model based on sharing, swapping and lending enabled by new technologies and peer communities, made famous by social entrepreneur Rachel Botsman, an avid supporter of the project.



Credits:
The Garage Sale Trail campaign was developed at Republic of Everyone, Sydney. In 2011 New Romantic managed communications and ambassador activation. Community and social media management was by Goody Two Shoes.

Filming of the television commercials was produced at Notice Corp, Sydney, by director/copywriter Eran Thomson. Sound was produced at Sound Reservoir.

Article via: The Inspiration Room

WWF The Circle of Life Print Ad

A new print ad for the World Wildlife Foundation (WWF)entitled "The Circle of Life."

Credits:
Advertising Agency: Grey Group, Singapore
Chief Creative Officer: Ali Shabaz
Art Directors: Alex Tan, Ang Sheng Jin
Production Manager: Bobby Koh
Copywriter: Joseph Cheong
Photographer: Kin Yee / Teo Studio
Retoucher: Felix Wang
Props Maker: Kin Yee

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A Message from Tony Hayward of BP TV Ad Promises To Make It Right

According to CNN, BP has now broken a TV spot in its ongoing effort to maintain some sort of control over its brand image. You can check it out below or, if someone disables embedding, watch the spot at this link. Like the print ads that have been running, this ad also promises to make things right. BP is walking a tightrope with its messaging -- it needs to communicate something, but doesn't want to be seen as being overly focused on its brand when it should be cleaning up the Gulf.

BP's lead creative agency, Ogilvy & Mather, did not create the print ads, and it's unclear at this time whether it had any involvement with this bit of advertising. Robert Wine, a spokesman for BP, said several agencies are working with BP on the campaign but would not specify which created the TV spot. "This will run for a while, it's part of a campaign that will run for a while as we try and reassure the people most directly affected and then the wider American public of our responsibilities and capability here in the Gulf."

He didn't know where the spot was running other than to say that it was only airing in the U.S. and that it started airing today as did radio and online spots. "This is the second stage of the campaign. The first was informational ads along the Gulf Coast that had more to do with how to make contact with us and launch compensation claims. This is the next step in addressing the broader issues and the wider audience on the overall progress of our response."

Article via: Adage.com by Ken Wheaton and Michael Bush