Volkswagen BlueMotion: Dyer Island Conservation Trust

It’s all about giving a little bit back. Eco-conscious BlueMotion technology

BlueMotion is Volkswagen’s more environmentally-sensitive range. For the print campaign, we asked our client to put their money where their mouth is, by donating part of their very expensive advertising space to small, eco-focused non-profit organizations who really needed the exposure. The non-profits benefited from getting their message out there, and BlueMotion proved itself as a brand that doesn't just talk, but takes action.

Advertising Agency: Ogilvy, Cape Town, South Africa
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry
Account Management: Lauren Baker, Jason Yankelowitz, Greg Tebbutt
Published: October 2010

9 comments

talkingisfree's picture
talkingisfree
2646 pencils

LOVE IT!!!! THIS IS DEFINETLY A GREAT CAMPAIGN.

luispiter's picture
luispiter
2756 pencils

Good job...

LeeHarvey's picture
LeeHarvey
3045 pencils

Very clever campaign, I like it a lot, never seen anything like this.

HappyHour's picture
HappyHour
2385 pencils

Superfresh.

CuriousPencil's picture
CuriousPencil
4227 pencils

Shameless greenwash.

HappyHour's picture
HappyHour
2385 pencils

I don't see how that can be. Greenwash entails creating an image of environmental consciousness that doesn't actually exist, or initiatives that aren't actually taken. But here, they've actually given what is probably high-profile ad space to these groups. You can't say that's not an initiative.

CuriousPencil's picture
CuriousPencil
4227 pencils

Okay a bit kneejerk harsh. I appreciate there's a level of symbiosis going on, each side getting their juices; I suppose those groups are grownups and can handle themselves without being taken advantage of *too* hard. Thanks HH for the reality check.

A.S.'s picture
A.S.
78 pencils

This is some kind of fresh execution

Nude Copy's picture
Nude Copy
1058 pencils

takes a good 10 seconds to catch upon the idea

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