| Title | THE PINEWOOD POSTER |
| Brand | VELUX |
| Product/Service | WINDOWS |
| Category |
B03. Posters |
|
Entrant
|
&CO Copenhagen, DENMARK
|
|
Idea Creation
|
&CO Copenhagen, DENMARK
|
Credits
| Robert Cerkez |
&Co./Noa |
Creative Director |
| Claus Collstrup |
&Co./NoA |
Art Director |
| Peter Dinesen |
&Co./NoA |
Copywriter |
| Kristian Funder |
Kristian Funder |
Illustrator |
| Christian Grosen |
&Co./NoA |
Account Director |
| Sarah Gandil |
&Co./NoA |
Account Manager |
| Mette Riis Kruse |
&Co./NoA |
Account Manager |
| Filippa Borg |
&Co./NoA |
Producer |
| Cille Silverwood |
&Co./NoA |
Agency Producer |
Background
Global window company, VELUX has made a commitment to Mother Nature by signing a 20-year contract with WWF to save trees in the rainforest and help biodiversity all around the world. They’re doing that to remove all the CO2 they have emitted since they were founded in 1941.
Describe the creative idea (40% of vote)
VELUX has to make it clear that "doing good" is in the very DNA of VELUX, the foundation of the poster was the actual product. Window wood. This huge task needs to be understood and believed by every employee within the company, so we made a huge poster for the lobby which would tell the story and make everyone proud to be working there.
Describe the execution (40% of vote)
The Pinewood Poster is a different kind of poster which measures 200x90 cm and weighs 60 kg. It’s made from the actual wood that goes into the product that VELUX produce. Wood from windows. Complicated contract lingo was turned into illustrations to make it easier to talk about the task at hand when standing in front of the poster in the VELUX headquarters’ lobby. The motif was carved by a CNC machine and then it was hand painted and weathered with varnishes to make it look like an antique valuable relic. An durable altarpiece from nature to remind us of our task every day for the next 21 years.
List the results (20% of vote)
Because of the nature and scale of this operation, results are hard to define at this stage. One result however is that this has started a trend of doing more than what is expected, and this has been one KPI from VELUX with this project. The initiative has generated massive global PR with more than 1.200 international stories. Internally the impact has been that groups within the different areas of company has gathered to discuss how they themselves can contribute to achieving the common goal set this initiative.