How Publicis Mojo Auckland created a deep sea oil drilling awareness campaign for Greenpeace
Case Study: On October 5, New Zealand suffered its worst ever maritime environmental disaster when the MV Rena cargo ship ran aground and spilled 350 tonnes of oil into the Bay of Plenty, killing 20,000 birds.
The New Zealand government has opened its waters to foreign oil companies for deep sea oil prospecting. They promised that it would be safe and that they could control any environmental impact from an oil spill. But if they couldn’t control a small spill on the surface of the water, how could they ever hope to stop a massive spill 3kms below it?
To emphasise the risks of deep-sea oil, Greenpeace asked Mojo Auckland to use the smaller scale Rena oil spill as an example.
The team created hundreds of posters and 10 canvas artworks using the oil covered bodies of birds killed during the disaster as a memorial and a warning against a much greater catastrophe.
Each print was an original, made with actual birds and oil from Rena.
They then put these real oil prints up as street posters and opened a pop up gallery for an “oil on canvas” exhibition in the CBD.
The price of entry was simply to sign the petition.
They also created a TVC using the images of the prints and sent out individual DM packs with sealed oil prints to media and celebrities.
Creatives: Mike Barnwell, Guy Denniston, Lachlan McPherson
Production Company: Flying Fish
Director: James Solomon
Producer: Angela da Silva
Agency production: Conan Gorbey
Editor: Lisa Greenfield
Post production: Andrew Timms, Mat Ellin
Agency Producer: Liz Garneau
Music rights: Tim Moon of Media Music Ltd
7 Comments
…and I won’t be about this. A great thought. I just wish it wasn’t so similar to that old adidas idea – but I’m wondering if I’m being too picky.
I suspect I might be.
I hope this gets Gold. I really do.
Chilling. Beautiful work. Charity campaign of the year. Hi-five whoever secured the track.
It’s nice and way more relevant than the AB’s stuff.
I really really like this.
yep, you’re being bit too picky is right on
Very good.
Good Guy Mike Barnwell.