| Title | COAL STORY |
| Brand | GREENPEACE |
| Product / Service | GREENPEACE |
| Category | C02. Interactive Tools & Applications, including mobile advertising |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company: | OGILVY BEIJING, CHINA |
| Advertising/Web Design Agency: | OGILVY BEIJING, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Doug Schiff | Ogilvy Beijing | Executive Creative Director |
| Yang Yanyan | Ogilvy Beijing | Creative Director |
| Yang Yanyan, Wang Fei, Bai Yimeng | Ogilvy Beijing | Art Directors |
| Doug Schiff | Ogilvy Beijing | Copywriter |
| Doug Schiff, Wang Fei, Bai Yimeng, Lulu Yang | Ogilvy Beijing | Producers |
| Vivian Guo | Ogilvy Beijing | Account Supervisor |
| Beijing Vigortime | Production Company | |
| Doug Schiff, Wang Fei | Ogilvy Beijing | Director(s) |
Greenpeace knows that the secret to influencing developing countries against coal use is by speaking to the right people. And while they’re hard to reach, mobile gave them the opportunity to inexpensively target the three most important targets: business leaders, environmentalists and government officials. But rather than simply reaching them on the surface with a curt SMS, Greenpeace sent an animation to their mobiles which showed how 'coal takes more than it gives'.