POP-UP BOOK

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TitlePOP-UP BOOK
BrandGREENPEACE
Product / ServiceGREENPEACE
CategoryA03. Company Literature
EntrantOGILVY BEIJING, CHINA
Entrant Company:OGILVY BEIJING, CHINA
DM/Advertising Agency:OGILVY BEIJING, CHINA

Credits

Credits

Name Company Position
Doug Schiff Ogilvy Beijing Executive Creative Director
Wang Fei Ogilvy Beijing Art Director
Doug Schiff, Andrew Lok Ogilvy Beijing Copywriters
Wu Tong, Zhang Yong Ogilvy Beijing Producers
Vivian Guo Ogilvy Beijing Account Supervisor

The Brief

Greenpeace wanted to make a memorable impression with publishers at an international book fair concering the dire situation facing the rapidly disappearing Indonesian rainforests.

Creative Execution

The idea of a pop-up book that didn't fully pop-up was a perfect fit for a message about illegal logging of the forest with this particular target. In addition, the sharp, controversial tone was just the right fit for the Greenpeace brand.

Describe the creative solution to the brief/objective.

The objective was to create awareness among the publishing community about the severity of the problem with the illegal logging within these rainforests. The challenge was to create something that would that be both memorable and provocative, so the industry would better understand the situation.

Results

Book publishers took more than a passing interest. Inquiries into both a providing a wider distribution for the book as well as on offer from a chain of bookstores to create a 'green corner' featuring the book, were offered and are currently being pursued by the client.