GDUSA Green Newsletter

September 2011

HOPSCOTCH: A NEW BLOG
Industry thought leader Thad Kubis is introducing a new blog for the creative market via the GDUSA enewsletter. The focus: application-based emerging technology information for the designer to profit. It will identify the impact of emerging technologies and show how to use them – QR codes, mobi sites, augmented reality, and whatever the future brings. As Thad explains: “To start this new blog, which is titled Hopscotch after the street game, we need your help. Tell us what you would like to know. I’ve thrown the first stone to reach the first square. We can help demystify the geek world and bring back the creative vision. So email Hopscotch at thad@tbkphotos.com and include in the subject a word or two words or otherwise tell us what you want to know.”
 
READ THE FIRST BLOG POST >

Green News

HOLISTIC HONEYCOMB
Millennium Promise, an international non-profit committed to reducing extreme poverty in Africa, introduces a new look. Julia Beardwood of Beardwood&Co. developed the multi-hued honeycomb symbol, “nature’s strongest structure,” to represent the holistic approach that differentiates Millennium Promise. The mission is to simultaneously address issues of food, water, health, infrastructure, gender equality, and income poverty – all the while promoting environmental sustainability. Beardwood also designed program area icons, print materials, stationery and signage.

WHEN IT HITS THE FAN
New ads from the Climate Reality Project, the Al Gore awareness initiative, play on themes like “when the s(h)it hits the fan” and “when the fat lady sings” to make light of climate change deniers. Created by a firm called m ssing p eces, and supervised by Crispin Porter + Bogusky star Alex Bogusky, the stuff not only hits the fan but the globe. (Rather than the real thing, the wad is made up of brownie mix, sea sponge and potatoes.) A related website lets you substitute the mock poop's “denial” label for other labels such as “pseudo-science.”
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HOPSCOTCH: ROLE OF CREATIVITY
What role will creativity play in the future of marketing? I keep hearing that creative is dead and that data alone will get the job done. I have heard from some very influential Marketing CMOs and other “E and C” level types that the need for design and creativity has waned. The new media or better still the new world of new media is self-creative and does not need much help, by it's own definition is the solution. Now the last time I heard a lot about it was from a certain President named Bill Clinton who was saying that “it” is defined by the way you define “it”. No doubt an unrealistic idea but I think that creativity is the cure for most of our world’s problems and that anyone that does not agree with me should think again. Here is a simple and basic example to prove that statement...
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WILLIE NELSON FOR FAMILY FARMS
Willie Nelson wants industrial farmers to stop drugging pigs and smashing them into easily shippable pork cubes. So does Chipotle, the increasingly sourcing-conscious burrito chain. The country music singer, with a record of promoting family farming has covered Coldplay’s hit “The Scientist” for a two-minute message video. Now running in nearly 6,000 theaters during previews, the song is also available on iTunes with proceeds devoted to the Chipotle Cultivate Foundation. Created by animator Johnny Kelly, the spot tells the story of a farmer who, after cramming his livestock into pens and pumping them full of hormones, suffers a crisis of conscience and returns to his roots as a sustainable farmer. Explains Steve Ells, founder, chairman and co-CEO of Chipotle. “We produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals, and the farmers that produce it.”
WATCH VIDEO >

GREEN PACKAGING TO RISE
New research shows that world demand for green packaging is projected to rise 5.7% per year to $212 billion in 2015. While recycled content packaging will remain the largest product type, this segment will see the slowest increases. On the other hand, above-average demand is expected in reusable and degradable packaging, with degradable seeing double-digit annual growth rates. The U.S., with 23 percent of global sales in 2010, remains the largest national green packaging market by a wide margin, but the Asia/Pacific region will see rapid gains. The study is available for purchase.
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TEA GRAPHICS REJECT RUSTIC
Redesigned packaging for the Original line from Choice Organic Teas has completed its rollout. The design was the culmination of a two year process, and packaging with the revamped logo and design features began earlier this year. Concept, design and production was led by Graphic Coordinator India Nagy on staff. Explaining the project, Nagy says, “From a design point of view, the design cues [for organics] in packaging have shifted. In the early days, natural consumers looked to rustic packaging to connote ‘natural, organic, healthy’ products and earth-friendly packaging... Organic, healthy ingredients and environmentally friendly packaging are more important than ever as the category has evolved. However, consumers are more sophisticated, and they are looking for indicators of a more refined experience.” In addition to highlighting the company’s commitment to a variety of certifications (including Fair Trade Certification) causes and wind power, the packaging continues to be biodegradable with a 100% recycled paperboard box, paper envelopes, and natural fiber, staple-free tea bags. Electing to go with inhouse talent, says Anne-Marie Phillips, Head of Sales & Marketing, to help ensure brand knowledge, continuity and cost efficiencies.

LAW FIRM SUSTAINS BHUTAN
The inhouse design department of one of America’s major American law firms has developed a brochure and website for the Kidu Foundation. Robin Colangelo of White & Case, who served as creative director for the project, explains: “Every year I make it a point to take on at least one pro bono client that we can lend our design and branding skills to in order to further their organizations goals. Through our pro bono design and branding work for non-profit organizations such as City Parks, GEMS and Kidu Foundation, we’ve been applying our best design and branding chops to transform thinking and reshape cultures.” The materials created for the Foundation were intended to help introduce its mission – to foster a vibrant democratic in Bhutan with a strong economy based on knowledge, sustainability and quality of life for the Bhutanese – to potential contributors. A key goal: to foster sustainable and environmentally-friendly growth in urban and rural areas. To underscore the message, says Colangelo, “we considered the environmental impact of our project and, among other things, choose a responsible FSC-certified and acid-free paper stock.” Credits go to Foundation Advisor Getse Penjor; Strategy Director Mikki Mahan; Creative Director Robin Colangelo; Designers Holly Nakleh, Tsedon Dorji; Web Design and Programming Katerina Barry; and Design Manager Jennifer Kohlmeier. LEARN MORE >

NEENAH SEES TWO SIDES
Neenah Paper is an inaugural supporter of Two Sides U.S., a nonprofit organization that works to promote the responsible production, use and sustainability of print. Neenah is part of a growing cadre of leaders in media, publishing, paper distribution and manufacturing coming together to share the message that paper is an environmentally friendly communications choice. “Two Sides provides a collective voice to dispel paper myths and legends, and insert facts supported by science and solutions,” says Byron Racki, vice president marketing, Neenah Fine Paper. “Paper and print are not only critical components in the marketing mix, but are a sustainable choice as well. Our goal is to help share the message that digital shouldn’t necessarily be perceived as ‘greener’ paper is an environmentally-friendly communications medium that offers beauty, impact and practicality.” LEARN MORE >

OLYMPIAN EFFORT
The London Organising Committee of the Olympic Games has confirmed that Dow will manufacture the problem-beset stadium wrap, which has been an on-off feature of the Olympic Park since it was dropped last year to save production costs. A London 2012 spokesman said that Dow, the Committee and Populous, which designed and built the stadium, had started discussions about the graphic design for the finished panels. Once the design is finalized, the panels will be manufactured by Dow and printed using UV-curable inks. In keeping with the the goal of putting on a sustainable Olympic Games, the wrap itself will include post-industrial recycled content and resins, and is said to be up to 35 percent lighter and have a lower carbon footprint versus conventional materials. Dow also promises to repurpose the wrap following the competitions, and the hardware used to hang it will be recycled.