Shashliks Can be Different: Social Ad Fights Random Garbage Dumps
Brand: You don’t care?
Project: Development of a social campaign for responsible attitude towards environment
Russ Outdoor advertising operator decided to launch a social advertising campaign for ecology within its initiative “You don’t care?” Its purpose is enhancing eco-friendly attitude towards nature and contributing to a more “ecological” worldview. Our Studio was asked to offer the creative idea.
What has been done
Before the advent of the summer — the season of mass picnics in the open — we focused on the issue of domestic garbage dump in greenfield areas in and around Russian big cities. Unfortunately, this is an urgent problem in this country that requires public attention: in any place somewhat suitable for a picnic, you will definitely see the grim left-overs of "feasts" that almost always end in heaps of scattered garbage.
Just to remind the citizens that every discarded paper bag, or plastic cup, or cigarette butt, or aluminum can is dangerous to Mother Nature, we created a campaign called “Nature won’t digest it!” A simple, yet memorable image - a shashlik made of garbage – vividly speaks about the issue.
Especially for this project we arranged a photo session. We chose the most popular kinds of waste with a slow decomposition rate: cigarette packs, cigarette butts, metallic and plastic cans, plastic bags. We had to artificially distort the pieces of our "meat" and tried to place them in the right way on the skewer, so that we would not depart too far from the shashlik image, on the one hand, and would not prevent people from noticing that this “shashlik” is made from garbage, on the other.
The poster was then adapted for popular outdoor formats: billboard, city format, city board, prism vision, bus stop posters. This summer our ads can be seen in Moscow and other Russian biggest cities.
Muscovites have already appreciated the new campaign. According to the initial responses, they were attracted to the posters, whose idea is immediately grasped. One can only hope that this summer the heaps of garbage left after “shashlik parties” in our parks and woods will be diminished.