Wal-Mart Silk

Title: Silk Client: Wal-Mart Air Date: 2008 Agency: The Martin Agency SVP/ Creative Director: Joe Alexander Senior Art Director: Ron Villacarillo Senior Copywriter: Lee Remias Agency Producer: Dan Kaplan Assistant Producer: Kate Chirgotis VP/Management Supervisor: Kevin Cronin Account Supervisor: Jed Dutton Account Executive: Caroline Denton Prod Company: Identity Director: Robert Leacock EP: Joe Masi Head of Production: Alana Hall Producer: Bill Curren Line Producer: Kevin Noonan Editorial: Cosmo Street Editor: Tessa Davis EP: Yvette Cobarrubia Identity Goes Green for The Martin Agency and Wal-Mart In this major campaign geared towards the global green movement, Identity Media teamed up with The Martin Agency to help Wal-Mart showcase ways to reduce our carbon footprint by making small adjustments to our everyday choices. The central focus of the campaign is how all 200 million Wal-Mart customers can collectively make a huge difference in this world by choosing environmentally friendly, organic products. The campaign features everyday people standing amidst the serene foliage of the great outdoors showcasing green friendly products sold at Wal-Mart. Items such as a GE compact fluorescent light bulb, Sam's Choice Organic Coffee, or Silk Soy Milk could potentially make a huge difference if every customer committed to buying green. Identity Executive Producer Joe Masi weighed in on the effort, "This was a first for us, and we're looking forward to the opportunity to take this approach with future campaigns." The production itself was kept green by taking proactive measures in order to decrease the negative impact that the actual filming had on the environment. Biodiesel generators, hybrid vehicles, composting trash, as well as using recycled products were just a few ways in which the campaign kept its eco-friendly profile. Director Robert Leacock jumped at the chance to work on a campaign that took such a painstaking approach in order to practice what they were trying to preach. "The goal was not to sell a particular product, but to sell America on a concept. It's one thing to work on a project that spreads the message of environmental change, but to actually be involved in a production that kept our negative impact as low as possible was ultimately more rewarding than the usual job well done. Also, many production vehicles were hybrid Prius'. I loved this idea so much, I ordered one for myself a week after we wrapped."

Blip | April 20, 2008

Tags:. .forward. .editorial. .particular. .impact. .focus