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闪电
案例简介：基于美国公园管理员罗伊 · 沙利文的悲惨有趣故事，这场运动的亮点是 1940年美国游戏公园的电视广告。尽管沙利文将三十年的生命奉献给了大自然母亲，但在最终放弃他的环境善行之前，他被闪电击中了七次。 哲学/解决方案 虽然改变消费者习惯一直是一项艰巨的任务，但这项运动的目标是鼓励购物者选择利乐包产品而不是包装不负责任的产品。利乐包纸箱被设计成低碳足迹，许多南非领先品牌 (主要是牛奶和果汁) 已经进入利乐包。
闪电
案例简介：Based on the tragically funny tale of an American Park Ranger, Roy Sullivan, the highlight of the campaign is a TV commercial set in a game park in 1940s Americana. Despite dedicating thirty years of his life to assiduously serving Mother Nature, Sullivan was struck by lightning seven times before finally giving up on his environmental good deeds. Philosophy/Solution While it is always a mammoth task to change consumer habits, the objective of the campaign was to encourage shoppers to choose Tetra Pak products over items with less responsible packaging. Tetra Pak cartons are designed to have a low carbon footprint, and many of South Africa’s leading brands (predominantly milk and juice) already come in Tetra Paks.
Lightning
案例简介：基于美国公园管理员罗伊 · 沙利文的悲惨有趣故事，这场运动的亮点是 1940年美国游戏公园的电视广告。尽管沙利文将三十年的生命奉献给了大自然母亲，但在最终放弃他的环境善行之前，他被闪电击中了七次。 哲学/解决方案 虽然改变消费者习惯一直是一项艰巨的任务，但这项运动的目标是鼓励购物者选择利乐包产品而不是包装不负责任的产品。利乐包纸箱被设计成低碳足迹，许多南非领先品牌 (主要是牛奶和果汁) 已经进入利乐包。
Lightning
案例简介：Based on the tragically funny tale of an American Park Ranger, Roy Sullivan, the highlight of the campaign is a TV commercial set in a game park in 1940s Americana. Despite dedicating thirty years of his life to assiduously serving Mother Nature, Sullivan was struck by lightning seven times before finally giving up on his environmental good deeds. Philosophy/Solution While it is always a mammoth task to change consumer habits, the objective of the campaign was to encourage shoppers to choose Tetra Pak products over items with less responsible packaging. Tetra Pak cartons are designed to have a low carbon footprint, and many of South Africa’s leading brands (predominantly milk and juice) already come in Tetra Paks.
闪电
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Lightning
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