For the event invitation, through the miracle of digital printing, we were able to make the tree ask for each of our invitees by name.
This tongue-in-cheek approach addressed the latent feelings of eco-guilt some print buyers likely feel when they see the presses rolling on a big job. But the smile let our viewers understand that we know they are only human, and we can all laugh at ourselves a little even as we address serious issues.

The Results
The seminar was a complete sell-out and was very well-received. No print buyers were harmed by wayward trees.

Extra thanks to photographer Randall Cosco.

Next Back to Brands

You can use humour to take the sting out of a harsh eco-message.

Unicycle Creative was asked to create a brand, logo and invitations for a green printing seminar co-sponsored by Hemlock Printing and DDB Canada. Runningreen, The Eco Printing Infoforum was the result.

The Strategy
Speaking to a very qualified professional community, we wanted to subtly imply that perhaps they didn’t know everything about ‘green’ print buying, and they could be doing it better if they came to our seminar. So we got to thinking... what would trees do if they could deliver a message about responsible printing?
A Flash intro on the web site played an animation of a tree, at the front door, wearing a decidedly annoyed expression and brandishing a nasty looking chainsaw. The headline read: "Are you printing as green as you could be? Inquiring trees want to know."

©2006 Lorne Craig – Unicycle Creative – 604 831 2432 – lorne@unicyclecreative.com