Brief : Cars are a major source of climate-warming greenhouse gases. As the earth gets hotter, extreme weather events will become more and more common and threaten lives around the world. To help turn the tide, Greenpeace organised Car Free Day Hong Kong 2010 to remind people that while they’re driving, they’re also destroying the environment.
Solution : We created a visual consisting of parallel tire tracks. In one, we show a happy story about driving. In the other, we show the destruction caused by the resulting climate change. To truly bring to life the spirit of Car Free Day, we decided to collaborate with an artist who not only had a distinctive style, but also shared the same values. After several rounds of vetting and with the help of Greenpeace London, we found the perfect match from halfway around the world – Matt Johnstone. Matt is a UK illustrator with a unique style. But more importantly, he is opposed to today’s driving behavior, and insists on cycling to his studio everyday – a distance of over 8 miles.
Results : On top of being a renowned illustrator, Matt’s role as a Car Free Supporter gained lots of media coverage and became a hot topic of conversation. This added depth and value to the work, making it more than just a finely crafted series of print ads, and helped drive a 13% increase in participation - even Hong Kong’s head of government, Donald Tsang, supported the event by going to work on foot.