This hybrid online and offline campaign was commissioned by Legambiente, Italy’s leading environmental non-profit organization, the objective was to encourage good recycling. Characterized by an ironic tone and eye-catching visuals, the campaign targeted a broad demographic, which ranged from ages 15 to 60.
Used software:
Adobe Photoshop, Adobe Illustrator, Adobe XD
Project role:
Concept, creative idea ideation and realization, print ADV design, guerrilla marketing ideation and realization
What will your next vacations be like? Legambiente let's you take a look at your future, one disaster at a time.
Concept & Creative idea
In order to build a strong communication campaign, we started by defining a core concept and then translating it into our creative idea.
Print ADVs
We designed some printed posters, to be displayed around Italy's major cities. These prints from the future catch the viewer's attention - through irony we turn a mundane theme into an insightful one.
We designed some printed posters, to be displayed around Italy's major cities. These prints from the future catch the viewer's attention - through irony we turn a mundane theme into an insightful one.
Unconventional advertising
We created fake product listings on Amazon (non-purchasable, of course). These items are imagined as "everyday gadgets" for future citizens, directly referencing the extreme consequences of climate change. From each product page, users can click on the Legambiente logo to be redirected to the official campaign website. On the same ironic note, we also designed a newsletter and mailing list.
Amazon Products
Special products would be sponsored on Amazon's featured items, peeking interest from its users. The objects, post-apocalyptic gadgets, were chosen to reflect certain aspects of pollution and would, by the end of the description, point to Legambiente's website.
Special products would be sponsored on Amazon's featured items, peeking interest from its users. The objects, post-apocalyptic gadgets, were chosen to reflect certain aspects of pollution and would, by the end of the description, point to Legambiente's website.
Newsletter and Mail
Through newsletters and physical mail, we designed a series of winning tickets, inviting users to our fictional destinations. Once again, through irony and surprise, the mail would inform its readers about the dangers of pollution and redirect them to a landing page with the best practices for recycling.
Through newsletters and physical mail, we designed a series of winning tickets, inviting users to our fictional destinations. Once again, through irony and surprise, the mail would inform its readers about the dangers of pollution and redirect them to a landing page with the best practices for recycling.
Radio Spot (30 seconds)
To finish off our unconventional adverstising campaign, we wrote a radio spot advertising that masks itself as an actual weather forecast.
To finish off our unconventional adverstising campaign, we wrote a radio spot advertising that masks itself as an actual weather forecast.
Social Media
Finally, we decided to design some additional social media posts. These posts would be parodies of actual news or touristic social media pages.
Yet again, users would initially take these as normal posts, only to find out about Legambiente's program as they were exploring.
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