Green Ad Campaign

Today is the winter solstice. One of my favorite days of the year.

Living here near Minneapolis, it's dark before 5pm. This is a time of going deep into the quiet. And it's a time to rediscover that the light we seek actually comes from within. It is in the darkness that we shine most brightly.

As I worked this week creating ad campaigns, motion graphics for websites and brand architecture for clients in progressive business, the organic industry, wellness marketing and social change, it struck me that the process of creation is much like the solstice. Every time we are called upon to create, we face darkness. The unknown. Whether putting words to a page or computer screen, the fact is, the surface is always blank. Dark. 

What gives creative force life, is the light we bring from within. It's the knowledge, intuition, instinct, experience and knowing that we call upon in partnership with our clients that makes great advertising and marketing. This is our time to shine brightly.



Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

In ancient times, we strolled the beach looking out at what looked to be a finite horizon. An end point. One that if visited, would plunge us into darkness. The unknown.

Today when we stand by the sea, the experience is more expansive. We know that the horizon as an end point is an illusion. Such is the case with creating green ad campaigns, wellness marketing, social change communication and organic branding.

To grow, all businesses and brands need to evolve. Flex. And grow. There's no end, just an ever increasing spiral.

As long as the brand maintains its integrity at the center, the spiral expands almost effortlessly. When it becomes unclear, the brand and the business tend to wobble. So revisit your brand. Take care of it. Listen to it. You'll be rewarded with messaging and creative that sings and a business that flows as gracefully as the winter waves at this New Jersey nature preserve.

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

Life can be a swirl. So can work. In the day to day discipline of managing your brand, it can be easy to get caught up in endless rushing, quick fixes and short term goals.

But there is a secret to finding the stillpoint. And that is BEING the rock in the river. No matter how much the water swirls around it, the rock remains firmly planted. And while it is shaped by water over time, it is not quick to give way.

As the head of a green, wellness and social change advertising and marketing agency in Minneapolis, my team and I help our clients to create brands that are as grounded as the largest boulders. And whether we're working on green ad campaigns, yoga marketing, organic branding, or speaking to LOHAS (Lifestyles of Health and Sustainability) consumers, we strive to create rock solid messaging and brand coherence.

Nature has much to teach us. By finding the stillness, we are most open to resting in the flow.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

Friends had a baby recently. As I thought about gifts I could bring to celebrate the arrival of their daughter, I couldn't help but think about the fact that new moms are the gateway to green buying.

So while I know that typical baby gifts include clothes and toys, I thought I would offer them something a bit different. A clean start so to speak. So included in my reusable gift bag, (with clothes and toys) I also added some of my favorite green cleaning products. Why? Most commercial cleaners contain a chemical cocktail that is as harmful to babies and their parents as  the planet. If you want to get your home really clean, start with clean and green products.

I've spent my career in the green advertising and marketing business. It's not just a way of work for me. It's a way of life. I've had the honor to launch and evolve brands using green and eco ad campaigns, work with organic branding, wellness marketing, LOHAS (Lifestyles of Health and Sustainability) marketing and more.

I've won lots of awards and had the honor to work with many amazing businesses and organizations. But I'm most proud of the fact that my work and my life are very much in alignment. After all, at the center of all great brands is authenticity. Why would you hire an advertising or marketing agency that was anything less?

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

While I'm not a big sports fan, I am definitely a fan of green. So when friends invited me to a Twins game the other night, I have to confess I was a bit more excited about the green and eco-conscious Target Field stadium than I was about the game itself.

There are all kinds of way to weave green into our daily lives. Sports is one way. Marketing is  another. As the head of a Twin Cities marketing and advertising agency that specializes in green ad campaigns, green energy marketing, social change communications and wellness marketing, I know the power of consumers to create change in the world. Often I hear people say that they feel powerless to make changes. They feel that one person can't make a difference. They're right. And they're wrong.

The perfection lies in the fact that when each of us as individuals says, "yes," to a change, there are others doing the same. They often feel alone, but are actually connected to the whole. Change happens in magical ways. Twenty years ago, who would have ever imagined a green baseball stadium? The world IS changing. All we need to do is get in the game.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

A joint effort by Coca-Cola and the World Wildlife Federation just might change the way we think about billboards. This living advertisement actually reduces CO2 and air pollution.

This kind of innovative thinking is what green marketing is all about. And  our team at firefly180 applauds the effort. Whether creating green ad campaigns, organic branding, renewable energy marketing or wellness marketing—great creative is about not only crafting a message, but delivering it in a way that can't be ignored.

Good green adverting should always come alive. And in this case, the message and the way its delivered will definitely grow on you.



Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

If your company hosts a conference or annual meeting, take a break from Orlando, LA or NYC, invite colleagues to a green beach for a change of venue and change of heart. Resorts like Eco Tulum's Cabanas Copal.

On the Mexican Riviera and near stunning Mayan ruins, a venue like Copal may not have the amenities of a resort hotel—like electricity. But you might be surprised at the creativity starlit nights, brightened by torches or candles and accented with the gentle whisper of waves can inspire.

As the owner of a green marketing company and leader in social change communications, organic branding and the LOHAS (Lifestyles of Health and Sustainability) consumer, I've launched countless green ad  and wellness campaigns. When you live and work in this category, it's not only important to walk your talk—it's vital. That's why I'm heading to Copal for my company retreat. And that's where i'll recharge—becoming one with my own source of renewable energy.


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Many things in life teach us balance.

But I have never had such a keen appreciation for this elusive state of being, since I broke my right foot a few days ago. Now camped on my couch, pretty much immobilized, I've forwarded my office phone home. And I am appreciating my left like never before. Eastern thought teaches us that our left speaks to our ability to receive. To our divine feminine. Intuition. And connection to Spirit. 

Our right, represents our masculine. Our ability to get things done. To activate the aspiration of the feminine. (I've always loved this side of myself.) I can get things done like no one else. But for now, I'm taking a "break" from my right-side-ways. And I'm appreciating my left like never before.

As the head of a green and LOHAS (lifestyles of health and sustainability) advertising and marketing agency in Minnesota, I have worked with clients to create green ad campaigns, yoga advertising campaigns, organic marketing initiatives and an endless array of messaging that activates consumers to create change in the world.

All that "doing" required my right side. Now I'm coming into balance in the most unlikely of ways. I'm learning to lead from my left. Starting with receiving the generosity of a friend who stopped by this morning to brew me a cup of organic green tea.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

At firefly180, we specialize in building progressive brands. This brand work can be found at the core of our green ad campaigns, health and wellness campaigns, LOHAS consumer campaigns, yoga marketing and social change messaging in the music industry.

At the center of each brand is a clear and cohesive messaging platform. It serves as a rock-solid foundation from which to jump or dive into the marketplace.

A messaging platform will appear extraordinarily simple, yet it's a simplicity that emerges from a swirl of complexity.

It encompasses the essence of who you are, who you serve, and how you do it. It includes concepts and ideas that most closely represent your organization and its core values. It should resonate on an intellectual and emotional level so your platform can be developed into key words or phrases that become part of your conversation every time you describe what you sell or do.

Your messaging platform shouldn't change from month to month or year to year. So invest the time. The money. And the expertise to get it right. You wouldn't set sail in a boat, blindfolded, with no map, compass, fuel or means to communicate—so why would you launch your brand without being anything but fully prepared.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The 40th anniversary of Earth Day, April 22 is fast approaching. Now is the time to focus your marketing department or ad agency around steps you and your employees can take to lighten your environmental footprint.

Here are two simple Earth Day strategies:

1) Create an internal campaign for employees and stakeholders only.
2) Create a further reaching cause that your company can directly impact, then measure your impact and include the results as part of a green marketing or green ad campaign.

To start the process, here are three simple, yet powerful steps we can all make: 

1. I pledge to use a reusable shopping bag. (The average plastic shopping bag is used by consumers for just 12 minutes before it’s thrown away. If everyone in the United States tied their annual plastic bags together in a giant chain, the chain would reach around the earth 760 times!

 

2.  I pledge to ask my energy utility to conduct a FREE energy audit of my home. (Heating and cooling use the most energy. Together they account for 41% of energy used in a typical home. That adds up to more than $600 per year.)

 

3. I pledge to replace at least one light bulb in my home with an energy efficient compact fluorescent. (A compact fluorescent light bulb will save about $30 over its lifetime and pay for itself in about six months. It uses 75 percent less energy and lasts about 10 times longer than an incandescent bulb.)

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The film, Avatar speaks to a long-buried global desire for a closer connection with the natural world. The beauty of this film is that it speaks not just to enviros and activists, it moves audiences from all political, cultural and psychographic perspectives.

Now, a PRI video report brings the reaction of perhaps the most important audience of all. Rainforest dwellers who now live in the jungles of Ecuador. I spent time a few years ago with the Achuar tribe in the jungles of Ecuador. As a people who have lived in harmony with the planet for thousands of years, it is fitting they are represented in this report.

It's rare for media to strike such a universal chord. As the owner of an advertising agency specializing in LOHAS consumers, creating green ad campaigns, social change communication and renewable energy marketing, I couldn't be happier.

Thanks to Avatar, blue is the new green.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The Oregon Sustainability Center, which is being called the first large-scale “living building,” is projected to have a zero carbon footprint, according to a recent issue of Environmental Leader. 

If you've ever believed one voice couldn't make a difference, check out Repower America's new TV spot. http://www.repoweramerica.org/wallad


A brilliant creative execution that frames the growing number of voices in the U.S. calling for a stop to climate change, this spot is an evolving billboard featuring celebrities, business moguls. visionaries and everyone in between who cares about the future of our planet.

As a leader in green marketing, green energy marketing and renewable energy marketing, I love this new campaign. Each of us has a story to share. Repower America gives us the platform to do just that. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

There is a new proposal to build a transmission link that would connect our nation's major energy grids. New wind energy sources are coming on line, but our lack of connectivity is making it difficult, if not impossible, to get that clean energy to the homes and businesses who need it.

It's the same with green marketing. Lack of connectivity means your message is not going to get to the eyes and ears of those who need to hear it. As the head of an advertising and marketing firm that specializes in green energy marketing, yoga advertising, green ad campaigns, organic branding and the LOHAS consumer, I know with absolute certainty the power of connection.

Those of us in the the progressive marketing space are like transmission towers beaming our message of change to millions around the world. Fortunately, we are not intrinsically linked to pole and wire. We send our message through a myriad of ways. Some of us have abandoned the outmoded mass media wire and are marketing in sustainable ways entirely off the grid. Who needs traditional lines when you have resourcefulness, imagination and the courage to go where others have not thought to tread. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

According to treehugger.com:

"A new study by the University of Rochester found that after looking at nature scenes, people feel closer to their community, are willing to give more money to a charitable cause, and care more about social outcomes than they are after looking at man-made scenes. The reason, the researchers state, is communing with nature helps people also commune with their basic values."

Of course, those of us who have pioneered green marketing categories like  LOHAS  (Lifestyles of Health and Sustainability) and environmental marketing, discovered this fact long ago. But it's always great when research quantifies what we've arrived at through intuition, experience and proven success.  

As the head of a Minnesota marketing agency that specializes in yoga advertising, green ad campaigns, organic branding, social change communication and eco marketing, I have long believed that the reason an image from nature resonates so strongly is that while most of us live in cities, we are intrinsically connected to the natural world.

Even if we see a dandelion poking through cement, sunlight rippling over a fountain, or a moon rising over a cityscape, we can't help but be entranced. We are drawn to all that's green, living and alive. That's the essence of being human. And it's only natural. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Suburban developments have long been the bastion of lush, green, chemical-laden, thirsty and unsustainable lawns. Now a new development south of Denver is challenging existing bluegrass dogma in favor of a concept they call "Agriburbia," with ground cover crops like strawberries, sweet corn and herbs.

As the head of a marketing and advertising agency that specializes in green ad campaigns, organic branding, green energy marketing and social change communication, I say to grass, "Your days are numbered." A typical dry climate household today uses about 23,000 gallons of water a month—most of it for lawn maintenance. What a waste. Of time. Of money. And of natural resources.

There is a growing segment (the LOHAS consumer) who are pulling out their wallets and trading in the hassle of sod for beautiful, yet low maintenance plants and shrubs. As one of them, I love the fact that I don't have to water or mow. I just let nature do her thing. And as usual, she gives back far more than I could ever have imagined. Denverites who buy into Agriburbia are in for a treat.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I head a marketing agency in Minnesota and was at a photo shoot yesterday. Since I've worked for years creating green ad campaigns, eco promotions, environmental advertising and green marketing services, I know the power of images to convey excitement, beauty, inspiration and message.

Yesterday as I watched the shoot and the images unfold, this understanding resonated even more deeply. Consumers are extraordinarily attuned to what they experience through their senses. Shapes, colors, images, shadow and composition are all viewed, processed and cataloged through their eyes.

When working to develop green marketing strategy, I liken the photos or images we use to a beautifully wrapped gift. These images attract consumers. Cause excitement. Anticipation. It is the wrapping that entices consumers to "open" the box. But it's the gift of the "message" that your customers will thank you for. 


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I'm attending the world premier of, The Age of Stupid in NYC tonight. It's being launched from a solar powered cinema tent to more than 400 theaters nationwide. The film is about a man living alone in the devastated world of 2055, lamenting why we didn't do something about climate change when we had a chance?

As the head of a an advertising and marketing agency that specializes in green energy marketing, environmental advertising, green ad campaigns, eco promotions and green event marketing, I couldn't be more excited about attending this premier.

The team on this film got it right. Not only is the topic of the film vital, but the NYC solar powered cinema tent and "green" celebrity carpet is an excellent strategy to garner media attention and drive ticket sales.

Green marketing is about so much more than "selling." It's about creating a lasting and meaningful experience. Inspiring action. And creating positive change. I'm hoping that The Age of Stupid becomes not only a catalyst for change, but a film that move others to use to power of media for good.

Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

This one is tricky.

Powerful, yet controversial environmental print and TV spots for WWF comparing the 9/11 terrorist attacks with the 2004 tsunami, were recently entered at Cannes. They've caused quite a stir. Although not the kind the agency DDB had hoped for. 

Turns out this agency created what is known in the industry as a fake or phantom ad. A campaign created and placed often at the expense of an agency for the sole purpose of winning a prestigious award. What's more, WWF claims the first they knew about this spot was when they found it on youtube. http://www.youtube.com/watch?v=tFHeQsOULng

As the head of a green advertising agency that specializes in green marketing, LOHAS marketing, organic promotion, natural advertising and environmental communication, I am all for compelling creative that moves millions to take action to protect the planet. But unfortunately, this incident uses the brand power of WWF for a cheap shot at a big award. Too bad.

The world needs exceptional advertising and green marketing strategy to wake us up. Shake us up. And to bring about much needed action and change. But to create work that is all about the creative shop, at the expense and credibility of a client, is simply inexcusable.



Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

As the head of an agency that specializes in the LOHAS consumer, eco advertising, organic campaigns, yoga advertising and green energy, it's critical that the work we create isn't just show-stopping—it needs to get results. 

Recently, I've been working with a client on an extensive brand evolution. We've created new market positioning, designed a new logo, ad campaign, direct response material and more. My client was quite certain that they already had sufficient technological infrastructure to measure response. Until they found out that they didn't.

Fortunately, company leadership saw the wisdom in tackling the challenge head-on and a new system will be in place shortly. It's not uncommon for companies to invest heavily in strategy and creative and neglect the information architecture to measure and quantify results, maintain current databases and create a structure that allows the marketing team to better boost sales. 

If you are one of those companies, know you're not alone. But I encourage you to take the steps necessary to ensure that your marketing efforts are hitting their target. While a move into the database world may feel like a step back, it will actually help propel you a quantum leap forward.

Lisa Proctor is the president and creative director for firefly180 marketing—

a branding and advertising agency that specializes in LOHAS marketing,
wellness marketing, green marketing and renewable energy marketing