Green or not it is advertising|
Jul 15
2009
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Company from Netherlands GreenGraffiti teamed up with Domino's on this campaign. They claim that this type of advertising is completely carbon neutral, and they are one of the first companies in the world to compensate for our water footprint and contributes in a unique way to a healthier environment.
"This is different because GreenGraffiti cleans part of the sidewalk and leaves ads behind," said Tim McIntyre, spokesperson for Domino's Pizza. "At first glance, it appears that something's been painted onto the sidewalks. In reality, we're just removing dirt and leaving ads behind."
As some marketers like idea where other don't. Some say that GreenGraffiti uses a lot of water to clean a very small part of a sidewalk, so there really is nothing green there and that nothing about this campaign that is going to help the environment. Some people also say that they do not like sidewalks to become billboards.
In any case Domino's Pizza raised a lot of eyebrows which I guess it makes a campaign unsuccessful. On the end of the day, it's all about exposure and where this may not be the greenest campaign it's defiantly unique and innovating. Just do not overdue it, two hundred logos around the city are more than an enough.
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In terms of water use, to create a piece of paper for a poster of this size would require 35 times more water then we use (between 10 and 15 liters per GreenGraffiti®). We used around 3300 liters of water compared to 115,000 liters it would have required to produce just the paper alone which means we used about 112,000 less liters of water then if Dominos had used posters instead.
Water is precious and that is why we are providing 3300 liters of clean drinking water via our Green Ads Blue program. The best solution would be to use less water and we are working on it.
We work with local partners (this reduces travel) and it is very difficult to find partners that have hybrid or or electric vehicles. If we could find them we would use them even if it cost us more as we are dedicated to having as small an impact as possible.
We welcome all suggestions as to how we could work better, smarter and more efficiently. Feel free to contact me directly as I would love to hear your ideas. We know that the best ideas will come from people outside of our business and we look forward to hearing your ideas.
Jim Bowes
Founder
GreenGraffiti
jim@greengraffiti.com
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