It Grows On Trees

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via AdRants

Attention Green Businesses: Presenting the Future of Green Marketing

And the answer is: it's the future of all marketing and advertising.

Served up by Paul Isakson, a strategist for Minneapolis (and LA/NYC) shop Space150. For some of you, this will be all too familiar. For all of you, this is one of the better presentations I've seen on the subject.

With this charming and laser-focused little deck, Isakson validates a few inescapable realities I've blogged about here. Better still, he reveals the thinking that gave us Adopt the Sky, which his shop produced for Earth Justice last year. Count me as an official fan.

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Hat tip to David Armano.

Notes that accompany Isakson's presentation (abridged):

A presentation I gave internally at our agency last week (3/21/08) for our monthly "What's Next" lunches. I was asked to share what's going on in marketing and where things are moving. What you'll see/did see is that I ended up using a little bit of what I've been posting about on my blog and some of what has been getting covered both within the trade pubs and on industry related blogs to give me the outline. If you follow the plannersphere and other social media and marketing blogs, then this probably won't be much new, but it might connect the conversations a little more. Or maybe not.Mostly just wanted to share it since I did put a bit of time into pulling it together and was inspired by many of you who've been writing about similar subject matter.

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Tap Project Taps a Deep Emotional Well (Not Deep Pockets)

From an environmental/socially responsible marketing standpoint the Tap Project is a no brainer: when you eat out, you dole out the price of bottled water (or at least a buck) in exchange for a glass of normally free tap water. The restaurant then donates the dough to a UNICEF program that delivers clean drinking water to communities around the world where safe water is scarce. The program kicked off in NYC last year and garnered the support of some 300 restaurants.

From a design/brand standpoint, Tap delights with logos/identities unique to each of the 13 cities with participating restaurants this year. Some of the most respected names in advertising are contributing to the campaign (WK, Crispin). Here's a great spot from the Boston chapter that says all you need to know — about Tap, but also about producing great work that both defies green clichés and big budgets.

What I love about this spot is that it cost — or should have cost — next to nothing to make. With minimal visuals and maximal audio, it's positively Hitchcockian. Best of all, it stays true to the premise of the tap project: let's spend the money to get clean drinking water to those who need it, not to pay for a high-ticket film/video shoot.

Via Ernie Schenck, whose agency Hill Holliday produced the spot. Kudos, kids.

A Nice, Hot Cup of Inconvenient Truth From the WWF.

This one has made the rounds on a lot of ad blogs, but it might be new to folks in sustainable business who aren't as deep into the creative work. Click the image to enlarge and check out what happens when you add a little hot water to your global mug.

As I've asked time and again here, why can't you be doing work this simple, work this cool?  The concept/execution comes from Ogilvy & Mather, China, but there's no reason you can't expect this kind fun for your marketing, too. Via ad goodness.

It's Getting Hot In Here. A Little Steamy, Too.

They say an idea is on its way to becoming a cliché when it become the, um, butt of jokes in pop culture.

If that's true, then this ad from German shop "glow" may foretell the doom of eco-marketing.

Has Steve Hall seen this yet?

Via ads of the world.

Pants For Plants: Levis Eco-Jeans

As a category, "organic" has been around for what, 20, 30 years? It represents a pretty tidy niche across a wide spectrum of the market: products grown and/or produced according to strict, easy-to-document standards and practices.

Now the Organic Mothership is crashing into the riot of green product whose authenticity is not so easy to certify. Case in point: Levi's Eco Jeans. This visually arresting campaign, by BBH Singapore, manages to adopt that old-school organic cred while pulling off two opposing agendas: pandering to greenmania but not hammering us over the head. Too hard.

But, as one commenter at copyranter noted,

Leaving aside the fact that "organic" can mean all kinds of things that are far from environmentally friendly, they're still presumably made in Chinese factories, no doubt belching out solid coal plumes filled with lead and arsenic and kryptonite.

But this post is as much about the coming backlash to green, which, of course, is starting with the insiders of the ad world. Hilarious post and string of links to check out at copyranter:

My first impression of these ads—other than that they were beautifully designed—was that they offered a vision of our not-to-distant future: all of us humans dead and gone with weeds growing through our trendy, not-yet-disintegrated eco-clothing.

via ads of the world.

Feeling Gassy? Maybe You Should Be.

Great little spot from the government of the State of Victoria, Australia. So obvious, I'm having one of those "Why didn't I think that?" moments.

Hat tip to The Greenway Communiqué, where Nathan Schock is constantly finding little gems like this.

Greenpeace Finds New Use For Washington Monument: Piercing the Veil

It's tall. It's pointy. And for Greenpeace, it was just the thing to burst Bush's global warming bubble during his State of the Union address last week.

Is it any wonder that some of the best creative comes from those who really believe in what they're doing?

Via adrants.