Brazil Goes Green by Doing The Yellow
By Maria Popova
Most sustainability messaging revolves around anxiety-inducing statistics about how we’re going to boil in a pool of our own sweat lest we change our ways. Alas, countless psych studies have shown that such fear appeals simply don’t work for behavioral change. The most compelling environmental nudges don’t have to be serious to be taken seriously.
Case in point — Convocação, a new spot for Fundação SOS Mata Atlântica approaching the issue of water conservation from the most unusual of angles, with delightful spunk and humor that make us chuckle and pay attention.
But be careful — unless you want to end up in a certain Seinfeld episode, don’t try this at the gym.
Out of Brazil’s F/Nazca Saatchi & Saatchi, and Creative Directors Fábio Fernandez and Eduardo Lima.
Published August 19, 2009