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UNDP, Energy Efficiency Project marketing campaign in Croatia
From 2006 to 2008 Maxima film and its co-operators developed and produced multimedia communication tools for the needs of the marketing campaign in the national Energy Efficiency Project in Croatia of UNDP (United Nations Development Programme) and Ministry of Economy, Labour and Entrepreneurship, supported by Global Environment Facility, and Environmental protection and Energy Efficiency Fund.
This campaign is intended for the civilians, and it is informational-educational in its nature. Its main purpose was increasing awareness about the energy efficiency and behaviour change needed to achieve the available measures in energy efficiency, in order to reduce daily and seasonal energy consumption, and, finally, to reduce the emission of harmful substances in the atmosphere.
The leading slogan in this campaign – Energy in our home: more quality paid less – tells the civilians that it is possible to live more quality lives through energy efficiency measures applied in their own homes, and to reduce the financial means for different energy-generated products expenses.
From the communication point of view, the message is delivered by two animated characters, close neighbours, who are opposite in their way of life and behaviour. Still, there is no conflict between them: one of them is informed and well educated, and he acts like a mentor; and the other one uninformed, but ready to gain new knowledge. Their names emphasize their characters, though they might seem a bit extreme for this purpose: Caspar is economic, and Trošimir (Croatian name for someone who tends to expend property and that which is valuable, in a needless or useless manner) is, of course, wasteful.
Characters
The key communication tool is based upon the animated films, with running time from 30 up to 40 seconds. The contents reveal different areas of energy efficiency measures, and it is followed by corresponding:
Press materials
Placards
and posters
An experienced creative production team was gathered to develop and produce this campaign: Vedran Mihletić – script and directing, Goce Vaskov – characters development, animation and production, Darko Sever – graphic design, Damir Terešak – executive production, and Zoran Bogunović – campaign concept and production. |
