Responses by VMLY&R Buenos Aires
Background: Sinteplast, a well-known paint brand from Argentina, wanted to show its wide audience its commitment to environmental care. By introducing Sinteplast’s Ecological paint line, we thought it was a great opportunity to portray the damages that affect our planet in a different way.
Reasoning: Many paint colors are named after elements of the natural world, like Ocean Blue, Forest Green and Sky Blue. So, the idea was to show how environmental damage is changing these colors. We wanted to make people reflect. If we don’t do something to help the environment, in the future, the real Sky Blue will not be as blue anymore.
Challenges: The challenge was finding situations that would be able to showcase the change in the natural colors. We didn’t want to exaggerate the situation. We wanted to show real environmental issues in the print ads.
Favorite details: We managed to get the message across to the public and also had clean pieces that were not overloaded with information.
Time constraints: We couldn’t produce the pictures ourselves, but finding these photos gave us the idea and inspiration we were looking for.
Anything new: We learned that a graphic element normally used to entertain could also help to raise awareness.