November 2009
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Most people that destroy the environment know that they are doing the wrong thing, however, their desire to accumulate wealth often overpowers their sense of right and wrong. All they see is money. They are so blinded by the prospect of getting rich that they fail to notice that they are destroying their lives as well.Greenpeace doesn't need the amount of money the greedy businessmen dream of, only the tiniest fraction of it. If you donate just one euro via SMS to Greenpeace, they promise to fend off the attackers of the environment, until, one day, they will stop seeing value in the destruction and start seeing value in preservation. The Scala JWT Bucharest campaign focuses on the simple game of 1 and 0. If you take away the 1 from you will be left with 000.000.000., which amounts to...nothing. It's a way to find optimism in a disproportionate battle between the defenders of the environment and their foes.
You can fight for the future on your own, but if you support Greenpeace you may do a better job.

Advertising Agency: Scala JWT, Bucharest, Romania

If you give 1 to us, there will be nothing for them.

Art Director / Illustrator: Virgiliu Andone
Creative Catalyst: Angela Teodorescu
Copywriter: Andreea Dragomir

Comments (11)

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dlue's picture
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lol your wrong with two for two... not a writer and i'm not romanian. these just hurt my brain... i'm taking the time because it may help out those who produced these ads... honestly, a brand with such clout shouldnt need ads that work soooo hard... and my mum thinks i'm interesting... lol