Ad of the Day: Greenpeace invites Danes to a funeral for a fjord
This intriguing concept mixes grief, hope and humor and marks a shift in the non-profit’s typical communication style, which often takes a direct and indignant tone, landing it our top ad today.
A funeral for a fjord / Greenpeace
Greenpeace has released a thought-provoking yet super weird campaign to get people thinking about the effects of climate change. Known for its no-nonsense work, the environmental organization brings a lighter tone to a heavy topic, which makes it engaging and a bit more relatable.
The core message of the project is centered around the toxic waste and fertilizers from the agriculture sector that are suffocating fish and plants in Denmark’s waterways, making them among the deadest in the world. To draw attention to this shocking statistic, Greenpeace decided to hold a wake for the water.
The print element of the campaign by agency &Co is visually striking and the phrase ‘Funeral for the fjord’ definitely has a ring to it, too. The poignant metaphor evokes a sense of urgency while being completely unconventional. By framing the message as a funeral, Greenpeace is evoking a sense of loss and grief from the audience and making a compelling case for people to take action.
By injecting elements of humor into its marketing, the message seems more approachable to the masses while still hitting home the dangers of global warming, albeit in a symbolic way.
