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GDUSA Green Newsletter

February 2013

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GREEN IS THE NEW THIN

Clorox Green Works produces affordable green cleaning products that generally receive excellent reviews. Their new marketing campaign (see below) makes fun of over-the-top peer pressure that some women feel to be green or to flaunt their green credentials. This has raised a lively debate among marketers and environmentalists. Some experts see the campaign as a slap at women and environmentalism – why shouldn’t women be serious about being green, what’s wrong with peer pressure for a good cause, why wouldn’t being green trump being thin or having a boyfriend? Others see the campaign as a plus. To them, the message is that small everday household decisions contribute to a better planet and should be encouraged, and that it is more important to integrate practical actions into life than to make grand gestures that are more about status than substance. Tempermentally, I like the friendly “lighten up” message of the Green Works campaign in its context. What do you think?
— Gordon Kaye, editorial@gdusa.com

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COMPOSTMODERN CONVENES IN SF

COMPOSTMODERN CONVENES IN SF
Compostmodern13 is set for San Francisco March 22- 23. “We’re creating an event for people who want to make the world work better for everyone to meet, get inspired and take action,” says Sarah Brooks, executive producer of the event and Sustainability Chair of the AIGA SF. Specifically, the conference will explore how designers can use creativity and imagination to design social, ecological and economic systems that strengthen, remodel and renew society to face the challenges of an interconnected and complex world. This will be the sixth convening of the event begun in 2004. Designers, producers, artists, architects, urban planners, futurists and social entrepreneurs from across the public, private and non-profit sectors are expect to join together for an in-depth exploration of the role of design in creating a more resilient and regenerative world. Emcees are Eve Blossom, Founder Lulan and Nathan Shedroff, Chair CCA dMBA.
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SUSTAINABILITY IS ANNUAL THEME

SUSTAINABILITY IS ANNUAL THEME
Annual and sustainability report powerhouse Addison designed Ceres’ recently released annual report for 2011/2012. “Ceres continues to do amazing work in helping companies build a more sustainable economy,” said Roger Byrom, Addison’s CEO. “We’ve worked with them to create an in-depth annual report detailing their efforts and impact over the past two years.” The report features the organization’s work over the past two years, including groundbreaking reports that are helping reshape the nation’s electric-power sector; new tools to help industry use water more efficiently, successful efforts to require insurance companies to publicly disclose climate-related financial risks, progress on new stock exchange listing requirements for sustainability disclosure; and a major evaluation of the sustainability performance of 600 large U.S. companies.
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SUSTAINABILITY IS ANNUAL THEME

CLOROX POKES FUN AT EXTREMES

CLOROX POKES FUN AT EXTREMES
“Green is the new thin” and “green is the new black.” These are two findings of a survey which reveals that some women are feeling increasing pressure to embrace green and are overreacting to it. Inspired by the findings, the makers of Clorox Green Works have launched a marketing campaign that pokes fun at the pressure, the overreaction and the trivialization. The campaign includes digital ads, interactive elements, and public relations proclaiming “You Don’t Have to be Ridiculous to be Green.” Print and packaging to follow this spring. The survey reports, for example, that women say being green causes more pressure than being skinny or having a great relationship, and that green has more about trend than substance. Says Green Works Brand Manager Shekinah Eliassen: ”We believe women are feeling this pressure because somewhere along the line green became a status symbol now everyone has an opinion about how you aren’t doing enough to be eco-friendly. With all of the different challenges surrounding green, we believe it’s time to make eco-friendly people friendly again.”
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FALLEN ANGELS IN DETOX MODE

FALLEN ANGELS IN DETOX MODE
Greenpeace’s global detox campaign has the wind beneath its wings. Its tactics – exposing fashion retailers to unwanted negative publicity – has yielded significant agreements in the past few months from with Levi’s, Zara and Mango to clean up their supply chains. The latest to accede is Limited Brands, which says it will aim to complete a major detox by 2020, making Victoria's Secret the latest brand to work toward a greener future.

DRIVING GOOD STEWARDSHIP

DRIVING GOOD STEWARDSHIP
The Creative Alliance has developed a new graphic look for LaserCycle USA, featuring imagery of trees on packaging and other branding opportunities ‒ including wraps for the Ford Focus fleet. The campaign also includes a prominently placed CO2 calculator on the website counts off the emissions saved by using the company’s recycled, remanufactured laser toner cartridges. Says Jodee Goodwin, Creative Services Manager for Lafayette CO-based marketing and creative firm: “With LaserCycle USA’s long-term commitment to recycling, we felt it made good sense to focus the brand’s imagery on beautiful images of trees, our precious resource. This custom artwork is used on all of their materials to reinforce their commitment to sustainability.” The client has sold more than a million cartridges, resulting in landfill reduction and greenhouse gas elimination.
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NEW SONGS SPARK NEW IDEASNEW SONGS SPARK NEW IDEAS
Recognizing that new songs can spark new creative ideas, Corbis is bringing graphic designers music from the hottest indie bands. When you register with Corbis Images, you’ll get a downloadable zipped file with 25 songs as soon as you sign up. Then, you get 75 additional songs when you make your first purchase before April 15. Great images and free music; “consider your creativity nourished!” You can register for free by clicking on the Corbis banner in this eNewsletter or at the GDUSA Blog.
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MCDONALDS KNOWS THE SCORE

MCDONALD’S KNOWS THE SCORE
Though the innovative QR Codes on McDonald’s new global package design got all the initial play in the press, the company points out that there is a sustainability story as well. McDonald's has a long record of sustainability leadership action and, it reports, 80 percent of the company's consumer packaging in the majority of McDonald's markets ‒ including carry out bags and beverage containers ‒ is made from renewable paper or wood-fiber materials, and 30 of consumer packaging is made from recycled paper and materials. In designing the new packaging, the company states that it strictly adhered to its own Packaging Scorecard, which minimizes weight, maximizes recycling, and seeks to reduce harmful emissions. By the way, the QR Codes are, in fact, newsworthy: they make nutrition information easily accessible from mobile devices.
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MAKING EVERY COMPONENT WORK
One way to avoid waste in packaging, says Vancouver’s Working Format, is to ensure that all components are used to provide value to the consumer. For the design firm’s branding efforts on behalf of KooShoo, a yoga headband and accessories company whose products can be worn in multiple ways, this included using the hangtags to contain style suggestions, with urls for more suggestions. Other elements of the branding and packaging program: establishing the core messaging, developing a wordmark, and designing the packaging to reflect the company stated objectives ‒ to be Charitable, Sustainable, Local, Ethical, and Brand in a Fun and Engaging Manner. According to design firm principals Grace Partridge and Ross Milne, the goal of having the packaging produce as little waste as possible was achieved by stripping the packaging down to the essential components required to serve the brand and general display requirements, and then using the hangtags for informational purposes, as noted above. The principals note that “all packaging components are printed on Neenah Environment, made with 100% post-consumer recycled fiber-based ink) that lived up to our values.”
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MAKING EVERY COMPONENT WORK

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