This print advertisement was produced for Greenpeace in response to their beliefs that global deforestation is primarily due to large-scale industrial logging, which has become one of the greatest dangers to rainforests. Industrial logging threatens more than 70% of the world's endangered forests. The idea for this advertisement was to utilise journal pages to produce a magazine which reflects the rate of the destruction of the world's forests and it's results. The magazine features two main pages, which are of different lengths, allowing for a piece of the image underneath to show through to the previous page. When turned, the tree is seemingly cut and all that is left is the last bit of tree stump over two completely blank pages.
The impact this design produces is quite eerie, suggesting that if deforestation continues at it's current rate soon there will be no forests left, which can and is currently have drastic effects on the Earth, such as reduced biodiversity due to habitat loss and an increase in greenhouse gas emissions, contributing to global warming. Each of these produce their own cycle of destruction.
Ideas which I can take from this campaign are how I can produce an impactful message through printed material. The limited amount of text works well to enhance such messages, therefore I should potentially work with producing something purely visual which the audience have to engage with more physically, and not become distracted or bored by long passages of text. This format would also work effectively with one of my initial idea which talks of producing a form of publication or printed material, using recycled paper. Other research of mine also suggests that printed material is more effective than digital media in communicating messages and engaging with an audience.
Save Paper - Save The Planet: Advertising agency: Saatchi & Saatchi, Copenhagen, Denmark.
This advertisement was produced for the WWF organisation by the agency Saatchi & Saatchi in response to paper wastage, which also has clear links to deforestation. The advertisement uses a series of images of a paper dispenser which has a silhouette of South America cut from the middle section. This idea was to make people realise that saving the planet starts with them first making an effort to save paper, this allowed them to prove that the survival of the forest is directly connected to what people consume, showing the level of 'green' (used to symbolise rainforests and land) deplete as more paper towels are used.
These could also work as objects in themselves, a design which could be utilised on many paper dispensers over the world and in various public settings in order to reach more people. Ideas which can be taken from this campaign concern the format of production. Perhaps something less obvious should be produced, such as a physical object which could be displayed publically that people can interact with, rather than a form of printed or digital media. The idea of human interaction would bring a more personal aspect into the campaign, which potentially the audience would engage with more on an intellectual and emotional level.
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