|Category||A02. Premiums & Giveaways|
|Title||TRUE PRICE T-SHIRTS|
|Product/Service||CORPORATE PUBLIC SERVICE |
|Entrant Company:||DDB WORLDWIDE Singapore, SINGAPORE|
|DM/Advertising Agency:||DDB WORLDWIDE Singapore, SINGAPORE|
||Chief Creative Officer
||Executive Creative Director
||Senior Account Director
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.
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.