Hmm - it's pretty...a little intriguing at the start. You get a sense of community and pulling together but it's just a bit drawn out and I can't help feeling this is a classic case of the art director (he/she who makes it look pretty) winning out over the planning team (those responsible for finding the most motivating message). If I weren't an eco enthusiast, I'm not sure I'd even realise they wanted me to turn out my lights and recognise my personal footprint on the earth...!
http://www.campaignlive.co.uk/news/bulletin/creativebulletin/article/894459/?DCMP=EMC-27March2008
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