Stripped down, plain coloured posters of the very basic variety (think no-frills), online ads and a PSA of an equally plain hue announce Pollution Probe’s Clean Air Commute program which kicks off with a Green Art installation project tomorrow in Toronto. Visually, this approach tells us to get back to basics to help save the environment! Stop driving your car for a week is the underlying message with 11,000 people getting involved last year! The slogan, NOTHING IS POSSIBLE, is a clever twist on that Adidas tag line, “Impossible is Nothing,” used around the world a few years ago, as we are prompted to use less to achieve more! http://www.nothingispossible.ca/
To top last year’s involvement, Pollution Probe is using the creative juices from the advertising agency Sharpe Blackmore Euro RSCG who turned to Green Graffiti, http://www.greengraffiti.com, to plan the etching of a mural, complete with an alternative transportation message, on the grimy walls of Toronto’s Gardiner Expressway! How will this happen? Have you ever seen a building cleaned with a pressure washer? Yes, this is how it will be done! Using a giant stencil from talented artist Lisa Mansfield and a high pressure water sprayer from Green Graffiti, the message will appear along the westbound walls of Lakeshore Blvd West leading to the Eastbound Gardiner Expressway ramp. It is probably worth the drive – but that would defeat the purpose(!) So keep your eye on the local TV media to see the results of this creative marketing approach starting tomorrow Wednesday June 17, 2009!!
Finally, for those that participate and register for the week long Clean Air Commute program - June 22-26, 2009 - names will be entered into a draw to win prizes such as a cruise, a trip, or a laptop computer. You can register and see contest details at http://www.nothingispossible.ca/index/index/register.
Pollution Probe’s NOTHNG IS POSSIBLE Clean Air Commute PSA can be seen below. Take the time to also check out the impact “grime street art” can have by seeing how a similar approach worked in Brazil a few years ago - a must see. Sharpe Blackmore does it again ... and we are still waiting for that Ritz crackers’ song!