Responses by Tekla Nagel, copywriter, Traffik
Background: The purpose of the project was to make people think about the effect of garbage on our shorelines, and to drive people to sign up for The Great Canadian Shoreline Cleanup, one of the largest direct action conservation programs in Canada. Our target audience was socially conscious Canadians from coast-to-coast, with a focus on major markets like Toronto and Vancouver.
Reasoning: The real impact of garbage is that it drives wildlife out of their habitats and can even kill them. By humanizing—or rather, wildlife-izing—the problem, we could give people a tangible reason to care.
Challenges: We were working with a very lean team, but we put the project in the capable hands of computer graphics imagery artist Brad Pickard and photographer Jarret Anderson; both did not disappoint. They went into the Ontario wilderness to capture the beautiful shots, and then Brad rendered the hero objects to look completely natural in the scenes.
Favorite details: We’re proud of the visually striking, polished and realistic look that we were able to achieve within a pro-bono budget.
Visual influences: We wanted the ads to remain consistent with existing World Wildlife Fund work and achieve a moody realism in its look and feel.
Specific demands: To create a highly visual idea that would be easy to grasp in a variety of mediums; this helped us to narrow our approach. We were able to focus our message and share it in a clear, visual way that hits quick and invites people to take action.
Browse Projects
