Each week, The Examiner showcases an advertising campaign by a local company,
Client: Save The Bay (www.saveSFbay.org)
Job: Launch pollution prevention ad campaign to educate Bay Area residents about the ways they are polluting the Bay and how they can make lifestyle changes to reduce Bay pollution.
Agency: Teak Motion Visuals
Principal: Greg Martinez. Other Clients: Eddie Bauer, EA Games, Google, Jansport. Creative team: Dave Laden — creative director; Rinee Shah — art director; Morgan Wise — copy writer; Colin Carpenter — Web developer; Candice Matthews — account manager
The plan:The ads launched mid-April (in conjunction with Earth Day) on BART platforms and Muni bus backs and interiors and will run until the end of May. Ads also run online at www.saveSFbay.org, along with shocking viral videos featuring the Bay animal characters from the ads polluting human’s environments.
The theme: "They don’t do it to you."
The concept: A leopard shark pours motor oil into an office water cooler, a pelican chases a girl with a plastic six-pack ring, a seal pours garbage onto an elderly couple’s bed. The 500 species of wildlife that depend on the Bay are sick and tired of Bay Area residents polluting their shoreline and ‘underwater homes’ and are making the point that "They Don’t Do It To You" in this series of Save The Bay ads. The ads also educate residents about how they can reduce Bay pollution — such as "tune your car" and "stash your trash."
Education: BS in Visual Communication from the Universityof Delaware
Background: Dave worked at Ogilvy and Mather in NYC as an art director; Goodby, Silverstein and Partners as an associate creative director for six years; and now is creative directing and freelancing with Teak Motion Visuals for over a year.
What drove development of concept?: We liked the idea of humans dressed in costumes and decided to run with the idea. We had a pretty strong sense of what we wanted it to look like visually, but we went through quite a bit of debate about the message. Should we try to evoke empathy or a sense of responsibility? We ended up going with the creative that caused the biggest emotional reaction — something that is sometimes really hard to do.
Working on next: Currently shooting another short film and prepping a short web film for a client from the Pacific NW. Potentially shooting another pro-bono project dealing with underage drinking.