| Title | POLAR BEAR_ |
| Brand | ROBIN WOOD |
| Product/Service | ROBIN WOOD |
| Category |
G02. Illustration |
|
Entrant
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Idea Creation
|
GRABARZ & PARTNER Hamburg, GERMANY
|
|
Additional Company
|
ROBIN WOOD E.V. Bremen, GERMANY
|
Credits
| Ralf Heuel |
Grabarz & Partner |
CCO and Partner |
| Florian Kitzing |
Grabarz & Partner |
Group CD |
| Andreas Lie |
Grabarz & Partner |
Creative Director |
| Manuel Wolff |
Grabarz & Partner |
Art Director |
| Katharina Kowalski |
Grabarz & Partner |
Copywriter |
| Joelle Timores |
Grabarz & Partner |
Corporate Culture |
| Manuel Wolff |
Grabarz & Partner |
Art Director |
| Giao-Chung Lam |
- |
Graphic Design |
| Anna-Lena Meyer |
Grabarz & Partner |
Art Buying |
| Kristina Mohr |
Grabarz & Partner |
Production |
| Anne Swierczynski |
Grabarz & Partner |
Final Art Work |
| Ute Greiser |
Robin Wood e.V. |
Public Relations |
| Illusion, Bangkok c/o analog/digital |
Illusion, Bangkok c/o analog/digital |
Illustration |
The Campaign
The idea was to develop a motif with a photo-realistic illustration style, which dramatically demonstrates the consequences of the destruction of nature for the climate and thus also wildlife. As a result of increased shipping and oil and gas extraction as well as the reckless overexploitation of nature, a polar bear is vanishing from our motif. Because if we destroy nature, we destroy life.
Creative Execution
The idea was to develop a motif which shows the problem as realistic as possible. That´s why we used a photo-realistic illustration style, which dramatically demonstrates the consequences of the destruction of nature. As a result of increased shipping and oil and gas extraction as well as the reckless overexploitation of nature, a polar bear is vanishing from our motif. The photo-realistic illustration style, the 3D presentation and the wealth of information provided also highlight the various causes of the decimation of the animal kingdom.
The outdoor-poster campaign ran for a three-week period from 21 January to 12 February 2016. The motif ‘Polar Beer’ hung in 18/1 size in one of Hamburg’s busiest areas: at Nöltingstrasse 5 in Hamburg-Ottensen.
After publishing the motif in one of Hamburg’s most frequented boroughs, it was spread further through various social networks and has reached over 1 million likes.
Indication of how successful the outcome was in the market
After publishing the motif in one of Hamburg’s most frequented boroughs, it was spread further through various social networks.
Brand Relevance.
The conservation organization Robin Wood utilizes the campaign ‘Disappearing Animals’ and especially the motif ‘Polar bear’ to further its brand strategy of retelling environmentally important subjects, such as climate change.
Choice of campaign elements.
Every motif of our poster campaign highlights the destruction of nature. From illegal logging and slash-and-burn clearing to the reckless overexploitation of nature, animals are vanishing from our motifs one by one. Every motif is presented in the same authentic way as the issue at hand. The photo-realistic illustration style, the 3D presentation and the wealth of information provided also highlight the various causes of the decimation of the animal kingdom.
Target audiences (consumer demographic/individuals/organisations).
The goal was to reach all those who are interested in the subject of environmental conservation.
Approach.
After publishing the motif in one of Hamburg’s most frequented boroughs, it was spread further through various social networks.