SaveClassicBlue
WWF Hungary
Issue 54 | March 2020
Agency
White Rabbit Budapest
Creative Team
Chief Creative Officers: István Bracsok, Levente Kovács Creative Directors: Luis Paulo Gatti, André Felix Associate Creative Director: André Nunes Bueno Art Directors: Marcos Mendes Tanaka, Kaué Barbosa Junior Art Director: Pedro Perevalo Copywriters: Levente Kovács, Michael Mrakovcic, Adam Lenart Photographer: Wade Tregaskis
Production Team
Printing House: Kanovits Print Atelier
Other Credits
Client Service Director: Levente Balint Account Director: Beata Stumpf Senior Account Manager: Lilla Katona Head of Communications/Wwf: Csaba Klacsán
Date
December 2019
Background
Air pollution is a global problem. Carbon emission has increased dramatically especially in urban centers, causing high level of carbon dioxide and other greenhouse gases. This sly and lethal phenomenon costs millions of lives every year. So, when Pantone announced the Classic Blue as the Color of The Year for 2020 the aim was to draw attention to the global issue of air pollution.
Idea
Pantone's Classic Blue made them realize the dramatic absence of this basic and essential colour in our lives. Using the format of Pantone's Color of the Year, the panorama of one of the most polluted cities: Beijing was introduced. To support the campaign, posters printed on a special material that absorbs air pollution were produced. a unique Facebook filter was also created that allows people to take and share pictures of heavily polluted areas to raise awareness of this huge problem.
Results
The campaign's shocking image soon became a trending topic on social media; it caught the attention of news channels, and online media portals as well. 500+ Million hearts were touched globally. With Zero media spent they had 2,3 Million earned media. The campaign took a fresh look at air pollution, starting a global conversation reminding us how important it is to protect our planet.