Electric Carrots
Valorsul
Issue 8 | September 2008
Agency
Wunderman Portugal
Creative Team
Miguel Paté – Creative Director;Teresa Costa – Art Director;Luís Coelho – Copywriter
Production Team
Miguel Figueiredo - Production Manager
Other Credits
Olga Orfão – Account Director
Date
March 2008
Background
Valorsul is the company responsible for the treatment and valorization of all waste in the Lisbon region. Apart from the usual urban waste, Valorsul now also treats organic waste, such as food scraps. To do this, the company has opened a new reprocessing plant, able to collect this kind of residue and transform it into electricity and organic fertilizer. The agency’s task was to invite high representatives of the State and environmental organisations to the inauguration of the new plant.
Idea
The production of electricity from food scraps is something truly amazing and the invitation set out to show that ‘Energy comes from where you least expect it’. In this case, it can come from baby carrots! To show the recipients that urban trash can be used to create electricity, a battery pack was developed with the batteries replaced by carrots.
Results
The mailing was sent to 500 people, of whom 351 attended (70%), including the Portuguese Ministry of the Environment.
Target audience
High representatives of the State and environmental organisations.
Volume/size of campaign
500
Our Thoughts
Imagine the creative department when this brief came in? ‘Right, team, we want you to create the invitation to a new garbage tip.’ Can you see the teams fighting to get to work on it? No, me neither. So whoever saw a creative opportunity in a story about turning chucked food into electricity is Directory’s kind of person.