Today’s Copywriting 101 comes from China, and showcases a quirky environmental campaign.
Copywriting 101 – quirky Chinese environmental campaign
The China Environmental Protection Foundation tasked ad agency Dentsu Beijing in delivering a message to drivers that ‘over reliance on car travel’ is one of the main causes of serious damage to nature and the environment.
One of the most obvious results of the global ecological crisis is that the animals are losing their natural habitats. Therefore their solution was built around the concept of animals losing their homes, and they created an idea that was relevant to drivers. They printed signs with images of a variety of animals whose living space has been destroyed, and made the ground of the parking area into a reconstruction of the animals’ home. When people park their cars, they are invading the animals’ home and driving them away.
They used the set up to reinforce their slogan ‘Low carbon travel. Don’t be a predator to ecology!’
What do you think of the campaign? Do you think it would work if UK copywriters did something similar in our car parks? Leave a comment and let me know.