No Tankers
The Dogwood Initiative paired with Rethink, an ideas company, to come up with ‘No Tankers’, a plan to halt expansion of oil tanker traffic through British Columbia’s costal waters.
fluoroDigital spoke to Rethink’s Art Director Todd Takahashi and Copywriter David Giovando about the No Tankers campaign and its success.
(f) How do you keep inspired and bettering each design piece after all these years involved with the Dogwood Initiative?
(Rethink) It’s a great cause so we’re motivated to come up with creative solutions that will make a deep impact with an audience. Not to mention we have a great working rapport with the team at the Dogwood Initiative who put a lot of trust in our people, which we appreciate.
(f) What made Rethink want to team up with the Dogwood Initiative?
(Rethink) Again, a worthy cause that’s fighting for something that we believe in. The oil poster marks the fourth piece of creative for the No Tankers campaign. Our first being the Rethink Loonie project, which dates back to 2008.
(f) How do you (and your team) kick off the creative process for a project like this one?
(Rethink) There’s no real formula to coming up with a concept at Rethink, but we start with a brief and try to move forward from there. A lot of sitting, talking, scribbling, yelling & crying. A little luck, too.
(f) Why do you think the campaign has been so successful in reaching people around the globe?
(Rethink) The message is clear, and it’s a cause that everyone can relate to and stand behind. The poster also uses a cool, simple technique that hasn’t been done before. In regards to reaching people globally, we think that can be accounted to the exposure the oil poster has had on popular web blogs and portal websites (like fluoroDigital). There’s also been a lot of traction on social media platforms like Twitter and Facebook. We’re really pleased.
