Greenpeace Knows Slow And Steady Wins The Race Greenpeace is still a force to be reckoned with. The group’s history dates back to a protest near Vancouver, British Columbia in 1969. They currently have offices in over 39 countries that prove environmental activism is alive…
Greenpeace Knows Slow And Steady Wins The Race
Greenpeace is still a force to be reckoned with. The group’s history dates back to a protest near Vancouver, British Columbia in 1969. They currently have offices in over 39 countries that prove environmental activism is alive and well in 2020.
But when you are this well-known and somewhat influential, sometimes you have to just go back to basics the get a message across. That’s exactly what Greenpeace did with their new “Turtles Under Threat” spot.
Relying on the highly recognisable animation of the team at Aardman – the same crew that is created for the look of both Wallace and Gromit and Shaun the Sheep – the story revolves around a turtle family. Key members of the bale or turn of turtles are voiced by Olivia Colman, Helen Mirren, and others.
As you would expect with Greenpeace involved the happy, cheerful story of the turtle family embarking on their normal migration journey takes a wrong turn. The word harrowing comes to mind and although the “non-government environmental organization” typically launches into condemnation mode with their ads, this one is different.
No, it’s not all touchy and feelie.
However, by Greenpeace standards, the story of these omnivores is dialled down several notches from their normal approach to get your attention. Instead, the message in this spot is meant to pull at your heart as it hammers home the message that the condition of the world’s oceans is a far cry from your average pet store terrarium.
Using the creative animation of Aardman will only help to sell the point as anyone who has seen their best-known works will associate the turtles with the warm and fuzzies of Wallace, Gromit, and the Were-Rabbit. Quite clever and a bit devious when you think about it.
But isn’t that what advertising is all about in the first place? You have a message and for that message to have a lasting impact, you use creative means to plant it into the minds of those who see, read or hear the message in some form of advertising.
Greenpeace makes excellent use of marketing and animation to tell you that what lurks under the surface of the water is not safe and we all need to do something about it. Colman explained the message in a press release following the first airing of the ad.
“Our oceans face so many threats, some I wasn’t even aware of before this, and sadly the story of this turtle family trying to get home in a damaged and changing ocean is a reality for so many marine creatures that are having their habitats destroyed by human activities.”
Greenpeace hopes that the commercial inspires you to take action to protect the oceans. Expect the response to this campaign to impact the direction the environmental group takes in their next marketing move – depending on the target chosen.
But for now, try to not see Wallace’s face in any of the turtles in this ad campaign. One thing is for sure, there certainly isn’t any cheese to be found.
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