Greenpeace finishes in style

If there's an organisation who is always attempting to bite off more than they can chew, then Greenpeace is surely it. 

To most of us they might not be the kind of brand you immediately associate with advertising, but when it comes to creating some of the best, they certainly are.

In any venture you undertake, be that business, charity, perhaps even you as an individual, you are only as effective as you are relevant. This is also true when advertising. It is also true of Greenpeace and the kind of game they like to play. They will seldom seek out an opportunity to promote their cause not bearing this truth in mind and in doing so, let's face it, they create some kick-ass advertising! 

Having to write a blog review on their print ad felt a bit intimidating. I haven't done much blogging or reviews before. Fortunately in delivering a quality ad, Greenpeace managed to also save me.

When you read their print headline, you instantly understand the concept they wish to convey. Fundamentally it's always better to say something short, say it sweet and make sure that whatever it is, that you say right. Simplicity is king when it comes to advertising and by keeping it simple you usually make your message more effective. 
A good headline can do this for you. It your first line of attack (so to speak). If you are going to elaborate on your message with some body copy, then it's especially important, since people only tend to read what grabs their attention.

To me the copy of this ad is beautiful and I feel fortunate to have found it. The message is clear and manages to connect with me as a reader, while also communicating the organisation's intentions in a heartfelt manner. The headline's typography and the overall layout complements each other really well and what is said in the rest of the body copy makes an important point and therefore backs Greenpeace's argument soundly. (A single-minded proposition is what you should aim for when writing ads). The strategy is clear, to communicate to us not to use paper for ads anymore and to preserve our planet's resources. 


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The fact that this is the last print ad from Greenpeace leaves me with mixed emotions. What is said is really profound and makes me question my new line of career ever so slightly when it comes to this form of the various mediums employed by our industry. Greenpeace definitely meant to spark some thought with their ad and does so, which I consider a job well done. 

Personally I like print ads. When a creative team gets them right, they are real gems. Seeing one like this, and knowing that it's the last one from this organisation is sad to me, but it's relevant to their cause and therefore it is effective.

Luke Sullivan says in his legendary book 'Hey Whipple, Squeeze This', that conflict situations with lots of tension are the perfect platform to launch something truly creative from. Greenpeace literally came into existence because of such conflict situations and in the process of doing so, they've always ensured that they come up with unique and creative ideas. Ideas which they put into practice in a daring, unconventional way, so they can deliver a powerful message. 

If you too are a supporter of the fight to sustain our planet and its resources, then you'll like this ad. 

Greenpeace have always walked their walk and talked their talk, and will continue to do so, spreading their message one big bite and one gutsy chew at a time. With this ad of theirs they are bowing out in classic style and leaves us all with much food for thought.