NABU - Germany's largest association for protection of nature and the enviroment - wanted to alert opinion leaders, journalists and editors to the multi-faceted threats confronting earth as a result of the climate change, and to solicit this target group to suscribe to the NABU press newsletters. But in a more attention-getting manner than conventional mailings or informational brochures. In a simple and direct way, "Earth Memory" shows all the things that are changing on planet earth. The memory game's pairs concist of before- and -after photos showing glaciers past and present, lakes that have vanished, mountain peaks that have long ceased to be snow-capped. In this way, the term "Earth Memory" takes on an all-new dimension and one can deal with the subject of climate change without sensing the wagging of an admonishing finger. The mailing far surpassed expectations. 35% of recipients subscribed to the NABU newsletter. London International Awards 2007 Winner.
Agency: Y&R Frankfurt am Main, Germany.