|Product / Service||GREENPEACE|
|Category||A03. Company Literature|
|Entrant||OGILVY BEIJING, CHINA|
|Entrant Company:||OGILVY BEIJING, CHINA|
|DM/Advertising Agency:||OGILVY BEIJING, CHINA|
|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|
Greenpeace wanted to make a memorable impression with publishers at an international book fair concering the dire situation facing the rapidly disappearing Indonesian rainforests.
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.
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.
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.