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Greenpeace Canada
Protecting the water
Overview
Around the world, banks are helping fund dangerous pipelines that put our natural ecosystems at risk. To help support a worldwide movement against tar sands pipelines, we worked collaboratively with Greenpeace Canada to produce creative materials for their Choose Water #NotPipelines campaign. The mission of this campaign was to create awareness and motivate new and existing supporters to act against these pipeline projects and their financial backing.
A series of campaign images, a style guide, brand jam stickers, and a toolkit for actions were created along with strategy ideas for campaign engagement.
The Process
The campaign had to have a cohesive and engaging storyline that speaks to movement supporters across numerous regions and backgrounds. Our process began with engaging Greenpeace Canada and dialoguing to understand their theory of change and how their campaign could fit in with the larger global climate action movement.
After developing a creative strategy and putting together engagement and strategic pitches, we crafted out the look, feel, and copy for Greenpeace Canada's campaign to help pressure banks around the world to stop financing dirty tar sands pipelines.
Two Audiences, Two Looks
The campaign centered around the theme of water. Water connects us all regardless of background, beliefs, or location. By combining the issue of pipelines being at odds with deeply rooted feelings and values of Canadians, we were able to reach a more profound space where sustainable and meaningful actions can sprout from.
The campaign targeted two different targets: core supporters who were to be energized towards action and targeting banks that fund the tar sands. Two sets of audience-specific visual styles were created to cater to both audiences and actions.
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The Identity
Led by Indigenous Peoples, the movement to stop fossil fuel projects has been gaining momentum and victories. The resistance has been surging like a wave of water, for the water. To symbolize and celebrate this surge we developed an identity system that revolves around the "Blue Line."
The Blue Line is a symbol of resistance leading the way to a better future but also a celebration of the movement, its people, and the values they are fighting for. In images, the fresh and forward-moving Blue Line is used to highlight the future Greenpeace supporters strive for and to celebrate the actors driving the movement.
To support de-financing pipeline actions, we shot a series of modular brand jam bank ads in studio. Customizable to any significant bank being targeted, the concepts hijack typical situations or objects found in banking environments and ads. We then added a twist by contrasting the visuals with shocking oil elements in unexpected places to highlight the hypocrisies behind corporate bank language. On a deeper level, these images ask an important question: what is true wealth?
