Greenpeace opts for anime style in new campaign

Greenpeace has released an animated video as part of its ongoing Detox campaign, in what is a new creative approach to spreading the environmental charity’s message.

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Greenpeace has released an animated video as part of its ongoing Detox campaign, in what is a new creative approach to spreading the environmental charity’s message.

Produced in collaboration with Free Range Studio, and animation from China-based Animaster Animation, the manga-style video draws attention to fashion brands turning a blind eye to toxic pollution by their industry. Narrated as a Hollywood trailer, it aims to reach a new global audience, according to Greenpeace creative director Tommy Crawford. The video “was designed to speak both to our own supporters, but also a broader audience in order to raise awareness of the fashion industry’s toxic addiction”, he says.

The clip forms part of a wider campaign, which launched in July 2011 with a spoof ad video challenging sports brand to clean up their production and supply chains, as well as social media and other online content.

While Greenpeace still uses traditional tools such as direct, peaceful action, using photos to bear witness to environmental crimes, it increasingly uses other creative outlets such as animation, street performance and social media, adds Crawford.

“As the world in which we campaign has changed, we too have adapted and developed our campaigning strategies,”he says . “Greenpeace is famous for its documentary work, which we still continue to this day, but in an age where online videos can be a powerful tool through which to reach out and have a conversation with large audiences, we have also adapted our approach and looked to find new ways to communicate about key environmental issues.”

Credits Detox Fashion:

Creative direction: Tommy Crawford (Greenpeace International), Ruben DeLuna and Drew Beam (Free Range Studios)

Animation: Animaster Animation

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  • dave

    terrible & boring spring to mind. The whole message seems lost. if there was one.

  • Geoff

    well I thought it was pretty effective

    now if you will excuse me I’m off to buy huge quantity’s of ‘purple’………………….

  • A

    Adidas, Nike and Greenpeace. What the hell is happening to the world

  • Chris

    Bravo Greenpeace, for trying, but seriously??… Care to tell us the amount of man hours, energy use etc all that animation cost, not to mention how muddy and dated the idea and delivery was. Practice what you preach and sit down with a advertising creative that can put your ethos across effectively, efficiently and economically then maybe your comms will actually be impactful and not shallow and kinda naive.
    The animation is a truly weak, second rate style, childish idea where you actually fabricated ideals and symbolism to a point where it appears as more fantasy than an honourable stylisation of our world at large. The whorl is crazy enough without all this distortion. Mixed messaging is just plain confusing. Why not replace this techno-hippie rubbish with a concept showing who Greenpeace people really are, honest hard working earth guardians from our own neighbourhoods, our families etc and show real world examples so that we look upon them with real wonderment and want to do something about it. And some facts thrown in could benefit the message. Again, the referencing of the issues through this weak means of stylisation is tepid to be fair. and easily dismissed by a market/population used to much slyer messages from any one of the brands you so rightly target. All this said, It’s an honourable thing you do, I just want to see it delivered more cleverly.

  • Malcolm

    Lively, colour, dynamic and I really do like it. Far to much mundane and worthy noodling about. Feed trolls with more Glucose-sucrose syrup…