Archive for the ‘The 30s Can Save the World’ Category

We wore the jackets, rode the vans, carried the bags, lifted the streamers. Aside from attending the Ad Congress sessions, we were engrossed in a little guerilla marketing of our own.

The 30s Can Save the World is a homegrown Y&R Philippines movement, a way to make An Inconvenient Truth a little more convenient to face. Y&R helped Al Gore take the message to Cannes. We wanted to start with people we knew, so the ad industry became our natural target market.

The 30 second tv spot has become a symbol of everything that’s default and old in advertising. Its death has been announced quite a number of times, although I have yet to see anything resembling a funeral, so it must be shambling about as a zombie, the pitiful undead of the marketing world.

Since the 30s was now a throwaway solution, we decided to recycle it.

It’s a time format we in advertising are quite familiar with. So repurposing it seemed easy – and convenient. It takes 30 seconds to write on the other side of the paper. 30s to unplug your cellphone charger before going to sleep. 30s to turn off the tap while brushing your teeth. 30s to decide to take one car to the client’s office. An old thing becomes a new, easy thing.

We sent TarpBags (recycled from old advertising tarpaulins) to 4As agency heads; inside, the bags held an old u-matic tape converted into a timer, notepads made from printer scrap, “postercards” printed on the backside of ad posters. During Ad Congress, the vans offered free rides to delegates. While they were inside, they could watch our video (recycled from a Powerpoint presentation) and our ad (recycled from an old tv commercial that Chevron, our client, gave us permission to use).

Even if you’re not from the ad industry, you’re more than welcome to follow the movement on Twitter. Spare the earth just 30 seconds of your time. It’s not much – but if a lot of us do it, it can do all of us a world of good.

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We’re used to doing the impossible (three ingredients plus product action plus multisyllabic sub-brand names plus a functional benefit and an emotional benefit (even two) and a tagline and a corporate end frame) in a 30 second tv spot. Surely this skill can be turned to something that holds more meaning for more people in the long run. (Especially as it’s quite likely more people know the 30 second tv spot is endangered than the, let’s say, the snow leopard.)

Thus, The 30s Can Save the World.

We watched An Inconvenient Truth together this afternoon, with popcorn. Afterward, Joel announced our agency’s carbon score, 24, which put us in the “you can definitely do a lot more to cut your carbon emissions” category, and our individual scores. This is a top ten list I am mortified to be featured in. What the audit we took didn’t consider was carbon-offset activities, such as planting trees, investing in green enterprises, and, with us being Filipino, the use of tabo versus showers.

Before we left, the team distributed TarpBags, sewn from recycled advertising tarpaulin. Visit The McVie Show to learn more about TarpBags and to get your own. My bag was a National Dental Week streamer in its former life.

Archbishop Desmond Tutu: “Do your little bit of good where you are; it’s those little bits of good put together that overwhelm the world.” Please let all our little bits add up to an amazing emission of good.

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