GDUSA Green Newsletter
JULY 2011

GROWN IN THE USA

“Grown in the USA” is fast joining “Natural” and “Organic” as phrases Americans want to see on their food labels. This according to a new survey, Eco Pulse, by Shelton Group researchers. Why? Turns out the popularity of “Grown in the USA” reflects three rising trends. First, Americans are increasingly worried about food contamination coming in from other countries. Second, there is a growing support for family farms and local sourcing - a trend that has gone mainstream in the last several years. Finally, people are concerned about the economy, so buying in this country is a way to help fellow Americans. Makes sense and the phrase has a nice ring to it; someone should write a song.
 
– Gordon Kaye

Green News

SAGMEISTER POWERS WIND LOGO
Stefan Sagmeister has developed a new brand identity for EDP Renovaveis, S.A., one of the world's largest and fastest growing wind energy companies. Sagmeister, Inc. created and introduced the look for the Portuguese company, and then collaborated with Brand New School for an animated storyline using the new illustrative visual language for commercials to run in Europe promoting windpower and the brand. At Sagmeister, the Senior AD was Jessica Walsh; Brand New School Executive CD was Jonathan Notaro.
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THE SMELL OF VICTORY
Artisan Botanical Perfume was awarded the prize for best green packaging in the HBA International Package Design Awards for health and beauty products. It’s a David and Goliath performance for the tiny New Zealand company Pacific Perfumes, which launched the line of 100% Natural solid perfumes in late 2010. The package design, created by Mike Peters, a student in Massey Design School’s Stage II Packaging Design class, reflects the organic essences of leaves, roots, grasses, woods and flowers that exist in the perfumes. Made from recycled, sustainable, biodegradable cardboard, no glue is used and the ink is vegetable-based. The perfume is contained in wooden pots sourced from sustainable forests.

SF IS GREENEST CITY
A new study of 27 large American and Canadian cities by the Economist Intelligence Unit, conducted for corporate giant Siemens, shows that North America’s greenist cities are: San Francisco, Vancouver, New York City, Seattle and Denver. The overall ratings are based on composite numerical scores derived from ratings for the separate categories of carbon dioxide, energy, land use, buildings, transport, water, waste, air and environmental governance. North America’s least green cities include Detroit, St. Louis, Cleveland, Phoenix and Pittsburgh. According to the survey, cities with comprehensive plans for sustainable use of resources such as land and energy, did better in the rankings. The website factored in criteria including the percentage of residents who admitted in a survey to “no concern or consciousness of environmental issues.”

COKE BILLBOARD PLANTED
Taking the concept of a green billboard literally, Coca-Cola and World Wildlife Fund have put up this billboard in Manila. Planted on Manila's busiest street, the billboard was created by Momentum Phillipines and Starcom MediaVest Group. At 60 x 60 feet, the sign is made up largely of carbon dioxide absorbing living plants, specifically 3,600 pots of Fukien tea plants and recycled Coca-Cola bottles as pots.

GO BIG OR GO HOME
Sukle Advertising & Design has created the latest installment of the “Use Only What You Need” campaign for Denver Water. The initiative makes customers consider how much water they’re pouring on their lawns. Over 50% of a household’s water goes to their lawn and the campaign is striving to change that. The work consists of a mixture of out-of-home and non-traditional tactics. Orange, oversized fire hydrants, bus benches and newspaper stands are springing up throughout Denver. Deconstructed and consecutive billboards emphasize the point. And if those tactics don’t catch your eye, more jokes appear on buses and billboards.

SURVEY RANKS GREEN BRANDS
Capturing the views of more than 9,000 consumers in eight countries, the 2011 ImagePower Green Brands Survey points to energy consumption as the biggest green issue today. In so doing, energy eclipses climate change and pollution, perenially the leading concerns. The survey - sponsored by branding and design firm Landor Associates, among others - also finds that respondents across several countries including the U.S., U.K. China, France, India and Germany say it is important to buy from environmentally-friendly companies. But which companies fit the bill? In the U.S., Seventh Generation is ranked the “greenest” brand, followed by Whole Foods, Tom’s of Maine, Burt’s Bees, Trader Joe’s, Walt Disney, SC Johnson, Dove, Apple, Microsoft and Starbucks. The survey also found that demand for green products continues to grow, but that basic brand attributes, like good value and reliability, still trump “green” in buying decisions.
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CARBON CATE SLAMMED
Advertising starring Oscar-winning actress Cate Blanchett and promoting the Australia government’s proposed carbon tax, has run into a storm of controversy. The campaign, by ad agency Republic for Everyone, has been shocked by the angry response from critics who argue that the millionaire actress is an elitist insensitive to the needs of average Australians. Blanchett, says the agency, had been cast because of her own green credentials. Sydney’s Sunday Telegraph disparagingly dubbed her “Carbon Cate.” The agency has promoted green issues for Toyota, Origin Energy, and environmental groups.