Category

Award

2009 Direct & Sales Promotion

TRUE PRICE T-SHIRTS

Short List
ClientWWF SINGAPORE
ProductCORPORATE PUBLIC SERVICE
EntrantDDB WORLDWIDE Singapore, SINGAPORE
Type of EntryDirect: Use of Media
CategoryPremiums & Giveaways
TitleTRUE PRICE T-SHIRTS
Product/ServiceCORPORATE PUBLIC SERVICE
Entrant Company:DDB WORLDWIDE Singapore, SINGAPORE
DM/Advertising Agency:DDB WORLDWIDE Singapore, SINGAPORE
Credits
Name Company Position
Neil Johnson DDB Worldwide Chief Creative Officer
Joji Jacob DDB Worldwide Executive Creative Director
Terrence Tan DDB Worldwide Creative Director
Joel Chin DDB Worldwide Art Director
Neil Johnson DDB Worldwide Copywriter
Joel Chin DDB Worldwide Illustrator
Aivonne Chong DDB Worldwide Senior Account Director
Allan Ng Republic Studio Photographer

Describe the brief from the client:

Explain how simple, everyday actions and purchases have a high cost to the environment that will soon be unsustainable. Do it without scientific jargon or complex essays, so that even a layman may understand it.

Creative Execution:

The T-shirt was the most appropriate choice as everyone wears them and by highlighting the cost and impact of consumerism on the fragile environment, it communicates the cause of the World Wildlife Fund.

Describe the creative solution to the brief/objective.

The medium is the message. We used the humble white t-shirt to tell the story of its environment impact. This basic item of clothing is mailed out, or directly handed out at World Wildlife Fund functions. It exploits the familiar, but unexpected fact, that most t-shirts brands use animals or plants as their logos.

Describe the results in as much detail as possible.

This T-shirt is fast becoming a much sought-after statement a bit like the 'I Am Not A Plastic Bag' bag and the 'Live Strong' yellow band, for the World Wildlife Fund.