Illustrated Marketing Campaign for Greenpeace
This project is about the effects of consumerism on the environment. I created three illustrations for an animated social media advert aimed at women. Unfortunately, women are a major contributor to environmental damage due to purchasing habits that expose waste and dangerous chemicals to the natural environment. Women buy basic consumer goods, such as food, health items, clothing and household products more often than men. Because of this, the target audience for this project are women aged 35 - 45.
After researching several environmental charities with the aim to align my project with a sponsor, I came across Greenpeace and their controversial Rang-Tan campaign against dirty palm oil. The animation was created in a manor that made it look like a children’s book or cartoon, but the imagery was shocking and contrasted dramatically with the innocent child-like drawings. I decided that their bold and controversial advertising style aligned well with the message I wanted to portray with my illustrations.
The Story
Character is in bed and sleeping. We enter their dream to find them walking through a graveyard of giant plastic bottles / cosmetic products. They find a bottle with spilled contents, and out of curiosity, attempt to put their foot in, slip and fall in. The liquid becomes an ocean where the character is being pulled downwards. They are surrounded by seemingly dead fish and plastic waste. What we think to be seaweed tangles around the characters foot and pulls them downwards. The scene transitions to a landfill site full of clothing. The clothing becomes animated and attacks the character, tangling around them and pulling them through the ground. Character lands on a dry floor environment, and as they get up, we are confronted by a dystopian world. As the character blinks, the scene suddenly switches back to them sleeping peacefully in bed.
Concept art, character design development process
DISCLAIMER
Use of the Greenpeace logo is purely for referential, non-commercial and educational purposes only and is the Trademark of Stichting Greenpeace Council.