Greenpeace: HOROSCOPE

Credits & Description:

Category: Best Use of Print

Advertiser: GREENPEACE

Product/Service: PROTECTION OF THE ENVIRONMENT

Agency: EURO RSCG GROUP SWITZERLAND

Date of First Appearance: Jul 21 2010

Entrant Company: EURO RSCG GROUP SWITZERLAND, Zürich, SWITZERLAND

Executive Creative Director: Frank Bodin (Euro RSCG Zurich)

Creative Director: Axel Eckstein (Euro RSCG Zurich)

Art Director: Isabelle Bühler (Euro RSCG Zurich)

Copywriter: Urs Zwyssig (Euro RSCG Zurich)

Media placement: Print - Newspaper (Blick Am Abend) - 21.07.2010



Insights, Strategy & the Idea

The diversity of species in the world`s oceans is threatened

by climate change, overfishing and environmental pollution.

With the oil spill in the Gulf of Mexico generating renewed

interest in such issues, Greenpeace wished to ride the wave of

public concern through an unconventional communication initiative.

Our idea was very simple: Popular newspaper horoscopes appeared without the

“pisces“ zodiac design.



Creative Execution

We ran an ad in popular Swiss newspapers where we copied their horoscopes but

left away the “pisces“ zodiac design.

An explanation made the link to Greenpeace and invited readers to visit the Greenpeace website.



Results and Effectiveness

The idea generated renewed interest in the oil spill disaster and made

Greenpeace the talk of town. Clickrates on the Greenpeace website

increased disproportionately.