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It seems that if you don’t say you’re green, you’re dead. Every washing machine is green today. Every car is green. And even ads in itself are green, even if they are printed. Yes it’s true, they try to pollute less, but nevertheless they still do. A car will only be green if it runs on water. Period. That’s why it is so damned difficult to promote your green investments. Check out www.greenwashingindex.com and discover what people think of previous campaigns. One example is made together with the great Dutch artist Theo Jansen, who was also at the Creativity World Forum. He creates ‘living’ sculptures, powered by the wind. It’s an ad for BMW, but I would have liked the connection better if they suggested their combined geniousity… Not to create a green image, because this isn’t the case yet for BMW. Watch it here.
Therefore companies should swith to talk about sustainability, a safer topic, but with a broader impact on society. And the green impression is one of the aspects.
