While some who have worked in the eco advertising and environmental trenches for decades express concern about organic going mainstream, I couldn't feel more optimistic.
The movement toward eco awareness has been an organic evolution. The explosion of curbside recycling programs in the '90s was one of the first indicators that mainstream America was beginning to understand not only how empowered they felt by a simple act like recycling a bottle, but how GOOD they felt. In fact, while working as one of the lead creatives in Mpls. on a national advertising campaign to promote renewable energy, we leveraged that "feel-good, what's-in-it-for- me," desire to craft a direct response piece shaped like an aluminum can with a headline that read, "If this makes you think of recycling, have we got an electric company for you."
Would this strategy be considered alternative advertising or sustainable advertising? Not really. It was simply good, solid advertising. Chinese General Sun Tzu, in 500 B.C. said, "Know your enemy." When it comes to paradigm-shifting advertising, I say, "Know your audience."
The movement toward eco awareness has been an organic evolution. The explosion of curbside recycling programs in the '90s was one of the first indicators that mainstream America was beginning to understand not only how empowered they felt by a simple act like recycling a bottle, but how GOOD they felt. In fact, while working as one of the lead creatives in Mpls. on a national advertising campaign to promote renewable energy, we leveraged that "feel-good, what's-in-it-for- me," desire to craft a direct response piece shaped like an aluminum can with a headline that read, "If this makes you think of recycling, have we got an electric company for you."
Would this strategy be considered alternative advertising or sustainable advertising? Not really. It was simply good, solid advertising. Chinese General Sun Tzu, in 500 B.C. said, "Know your enemy." When it comes to paradigm-shifting advertising, I say, "Know your audience."
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