Environmental Defence: MOMS AGAINST CLIMATE CHANGE

Credits & Description:

Category: Small Scale Corporate Identity Schemes

Advertiser: ENVIRONMENTAL DEFENCE

Product/Service: TAKEACTIONONCLIMATECHANGE.COM

Agency: zig

Date of First Appearance: Oct 19 2009 12:00AM

Entrant Company: zig, Toronto, CANADA

Chief Creative Officer: Aaron Starkman (zig)

Creative Director: Lorraine Tao (zig)

Creative Director: Briony Wilson (zig)

Design Director: Andrew Cloutier (zig)

Designer: Andrew Cloutier (zig)

Media placement: Microsite - Online - October 19, 2009



Describe the challenges and key objectives



The brand identity needed to appeal to young Moms, so the look needed to be feminine yet strong, and fashionable. The brand needed to feel at home on a picket sign as well as on the side of a push chair.



Describe the brief from the client

Design a logo, graphic standards manual, postcards, and a website for Moms Against Climate Change (MACC). MACC is a not-for-profit organisation dedicated to increasing climate change awareness. MACC educates Canadians and lobbies Canadian politicians to take action.



Describe how you arrived at the final design

To get Moms concerned and involved, we used a baby silhouette to let Moms know exactly who MACC is building a cleaner future for. Big, bold, capitalised typography communicates urgency, strength, and authority, while the fluffy cloud communicates hope and illustrates MACC’s end goal. Baby blue and green are naturally occurring colours, both with environmental cues.



Give some indication of how successful the outcome was in the market

MACC’s first campaign, lobbying Canada’s Prime Minister to attend the Climate Change Summit in Copenhagen, launched with instant success. A viral video drove people to the website, where thousands of parents submitted photos of their children to be part of an outdoor projection petition. The Hufflington Post called the campaign “mind blowing”. Canada’s Prime Minister, Stephen Harper, bowed to public pressure and attended the Summit.