01.22.10

1% for the Planet "The Music Vol. 1" print ads

Print Ads, Public Service

Founded by Patagonia’s Yvon Chouinard, 1% for the Planet, is a fast-growing global network of businesses that donate one percent of sales to environmental causes. The Music Vol. 1 is a collection of 41 tracks that musicians have donated to pro bono; all proceeds will be used by 1% for the Planet to “make the planet a more beautiful place"—which, in small body copy, is the ads’ sole, passing, environmental reference. Instead of focusing on environmental references, Boulder, Colorado-based TDA Advertising & Design created a print campaign with mock-dire headlines and a tag line, "Help Rock Stars Save The Planet," that reflects the concept that between saving the planet and saving rock-and-roll, the latter could very well be the stronger sell. The ads are running in publications like Mother Earth News, Natural Home, Utne Reader, Forth and on Longboard Media sites such as shop.com, buzzillions.com and shopwiki.com. The music is $9.99 for all 41 tracks, or .99 each and will be sold both online and in-store as Dropcards.

Austin O’Connor, art director/designer; Austin O’Connor/Brad Phifer, writers; Jonathan Schoenberg/Thomas Dooley, creative directors; stock, photography; Core/Dropcards, site design and development.

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