To stress the importance of regular donations,the agency of Massimo Guastini, Francesca Mudanò, Guido Chiovato and Andrea di Castrihas have chosen a pretty original language for a Christmas fundraising campaign. The creativity plays with financial language in a way which is relevant to the environmental association’s brand identity and does not mention Xmas whatsoever.
“From a visual point of view, we’ve chosen to use economic charts in order to better convey the message: “The best actions/stock options to invest on” (note: in Italian the word action has this double meaning) – says Andrea di Castri, Art Director and Cookies & Partners Executive Partner – and we’ve tailored them to Greenpeace’s different topics, such as deforestation, global warming, protection oceans, and so on. The campaign allows us to create many different subjects along the way, and it’s truthful to the association’s purpose: less scaremongering and more actions.”
MaricaFachin, Digital Fundraising Manager at Greenpeace Italia, comments: “A Christmas campaign that doesn’t mention Christmas? A challenge to look at the Planet’s future with ambition and hope. The end of the year is alsoa time for resolutions: for this reason, in such a delicatemoment for climate and biodiversity, we hope that this campaign will convince more and more people to end 2017 taking the best action for our fragile Planet, protecting it day after day with Greenpeace”.
The campaign is on air on natale.greenpeace.it and it will be developed on social networks, banners and several other digital assets.