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Green With Envy

By Brett McKenzie on Apr 22, 2019

A decade of Green Pencil winners for Earth Day


Today our favorite blue-green orb celebrates Earth Day, when people all over the globe reflect on the beauty and the fragility of our environment. From planting trees and cleaning beaches, to caring for wildlife and reducing waste, Earth Day is a chance for everyone to renew their commitment to the only planet we've got.

Since 2009, The One Club for Creativity has been saluting environmentally conscious campaigns by way of the Green Pencil. Only one is awarded each year, with the next winner to be unveiled at The One Show 2019 in May during Creative Week. With Earth Day in mind and with the awards ceremony only a few weeks away, we decided to look back on all of our previous Green Pencil winners. 

 

2018

Title

Trash Isles

Agency

AMVBBDO / London + LADbible / London

Client

LADbible & Plastic Ocean

Annual ID

OS_PR18000V

Category

2018 Public Relations: Innovation in Public Relations

 

Would you want to be a citizen of a nation made completely out of garbage? The folks at AMVBBDO and LADBible encouraged the public to do just that — claiming the massive pile of plastic debris floating in the North Pacific as a new "country" and having people claim citizenship. This was done to grab the attention of the United Nations behalf of the Plastic Oceans Foundation, who aim to end plastic pollution by changing attitudes towards this environmentally damaging material. "Trash Isles" also won a Best of Discipline Pencil for Social Media.

 

2017

Title

Edible Six Pack Rings

Agency

We Believers / New York

Client

Saltwater Brewery

Annual ID

OS_DE17042G

Category

2017 Design: Packaging / Mass-market

 

Saltwater Brewery, a Florida-based microbrew, is doing its part to not add to the aforementioned island of plastic. Teaming with New York boutique agency WeBelievers, they developed the world's first six-pack ring that is 100% biodegradable and edible. Made from barley and other  by-products of the brewing process, these rings are strong enough to support the cans of beer, but are also edible for all kinds of marine life. "Edible Six Pack Rings" also won three Gold Pencils and a Silver Pencil that year.

 

2016

Title

Just

Agency

Leo Burnett / Sydney + Rapid Films / Sydney + Song Zu / Sydney

Client

World Wildlife Fund

Annual ID

CP16029V

Category

2016 Cross-Platform: Non-Profit - Integrated Branding / Integrated Branding

 

Between the chemicals that go into making them and the packaging used to contain them, a lot of household items can put a strain on the environment. Leo Burnett Sydney teamed up with WWF to demonstrate how common items can be used as alternatives to mass-produced cleaning and beauty products. By placing things such as lemons, baking soda, honey and cinnamon sticks into appealing and eco-conscious packaging, Leo Burnett created "Just", a brand that shows just how easy it can be to be chemical-free. In addition to the Green Pencil, "Just" also won a Silver Pencil for Design.

 

2015

Title

Inglorious Fruits and Vegetables

Agency

Marcel / Paris

Client

Intermarché

Annual ID

150737A

Category

2015 Cross-Platform: Brand Transformation / Single

 

When Paris-based Marcel helped French supermarket chain Intermarché tackle food waste, it did so in a most playful and intriguing way. A significant amount of waste happens before food even reaches the supermarket, when prefectly good fruits and vegetables are rejected purely because they are misshapen. Intermarché opted to purchase the malformed produce from their suppliers, and sold it in theirr stores at a reduced rate, under the branding of "Inglorious Fruits and Vegetables". The project also won two Silver Pencils and a Bronze Pencil.

 

2014

Title

Deforested Field

Agency

Grey Brasil / Sao Paulo

Client

WWF

Annual ID

140483A

Category

2014 Advertising: Public Service / Political - Video / Television - Single

 

WWF makes a second appearance on this list, this time in Brazil, where deforestation claims a soccer pitch-sized parcel of land every four minutes. To demonstrate this, Grey's Sao Paulo office treated the field of a widely televised match between Brazil and Denmark like a giant chroma key screen. Over four minutes, viewers saw the soccer pitch turn from grass-green to dirt-brown before learning the message. "Deforested Field" also won two Bronze Pencils..

 

2013

Title

Nissan LEAF: A World Without Petrol

Agency

WhybinTBWA Group / Melbourne

Client

Nissan

Annual ID

13048N

Category

2013 Interactive: Interactive Advertising / Environmental/Experiential - Campaign

 

If everybody started driving electric cars, and nobody ever needed to pull up at a gas station anymore, what would we do with all of the gas pumps? That's a question that TBWA Melbourne put forth when introducing the Nissan Leaf to the Australian market. Working with an acclaimed installation artist, they gave new purpose to 50 old gas pumps, while also educating the public about the eco-friendliness of the country's first fully electric car. "A Aworld Without Petrol" also won a Silver Pencil for Interactive.

 

2012

Title

Windmade

Agency

Droga5 / New York

Client

Vestas

Annual ID

12527G

Category

2012 Advertising: Innovation in Advertising / Single or Campaign

 

Consumers make health, social and eco-conscious purchase decisions by way of labels. From "organic" to "GMO-free" to "fair trade", certified labels help inform their shopping choice. But what if renewable energy could be another factor in a consumer's buying habits? Droga5 teamed up with wind turbine company Vestas to sell more turbines by making wind power a desirable trait in a product's manufacturing. Together they created Windmade, an NGO capable of certifying companies for their use of wind power, granting them permission to include the Windmade logo on their packaging. 

 

2011

TITLE

SAVE AS WWF

AGENCY

Jung von Matt\Hamburg

 

 

doc. jpg. xls. pdf... wwf?

Every day, countless sheets of paper come out of office printers around the world, oftentimes needlessly. To help put an end to wasting paper, Jung von Matt's Hamburg office teamed up with WWF to create a brand new file extension for people to use in their work lives. The main difference between .wwf and other formats? .wwf files can't be sent to any printer, ensuring that no paper is wasted. "Save As WWF" also won two Gold Pencils that year. 

 

2010

Title

SWIPE for a Million Trees

School

Berghs School of Communication / Stockholm

Client

MILLION TREES NYC

Annual ID

10008C

Category

2010 Young Ones Brief: College - Advertising - Million Trees NYC / Non-Traditional Campaign

 

Sometimes the boldest ideas come not from the industry professionals but from students. Back in 2010, the Green Pencil was awarded to Berghs School of Communication students Johan Gerdin, Jonas Åhlén and Fredrika Stern (now at MKG, Animal and Stockholm Design Lab respectively). Their challenge was to make young people aware of Million Trees NYC's mission to plant, well, a million trees in New York City. By tying an act of charity to the ubiquitous MTA Metro Card, these students found an easy way for millennials to donate to the cause.

 

2009

Title

Help the Honey Bees

Agency

Goodby, Silverstein and Partners / San Francisco

Client

Haagen Dazs

Annual ID

09079G

Category

2009 Advertising: Integrated Branding / Integrated Branding Campaign

 

With all of the work on this list created for not-for-profits and companies with the envirnment as a major priority, it's interesting to note that the inaugural Green Pencil was awarded for  ice cream. More specifically for Goodby Silverstein & Partners' efforts to tie the all-natural ingredients of Haagen Dazs. to the very real concern of g honey bees. From inventing a new flavor of ice cream with proceeds going to charity, to printing ads on seed paper, GSP showed that a brand didn't have to have "green" or "eco" its its name or mission statement to make a positive impact on the environment.

 

 

 

The 2019 Green Pencil winner will be awarded at The One Show 2019, during Creative Week, May 6–10.

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