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It's Not Easy Being Green

Green Police

Body:

How do you talk about the green car of the year in a time where everyone is feeling bombarded by the green movement? What if we changed the conversation about being green to one that rings true? Because if there’s one thing we can all agree on, it’s that being green can be complicated.

Headline 3:

How do you talk about the green car of the year in a time where everyone is feeling bombarded by the green movement? What if we changed the conversation about being green to one that rings true? Because if there’s one thing we can all agree on, it’s that being green can be complicated.

 


Green Police

How do you talk about the green car of the year in a time where everyone is feeling bombarded by the green movement? What if we changed the conversation about being green to one that rings true? Because if there’s one thing we can all agree on, it’s that being green can be complicated.

Responsibilities, credits, awards and press highlights at the bottom of this page.

 

 

The Super Bowl Spot

For Audi “Green Car” we created a new division of law enforcement to show the paranoia and confusion that comes with proper green behavior. The spot consists of several scenarios where people are busted for green infringements. Finally the Audi A3 TDI escapes the stronghold of the Green Police leaving the confusion behind. 

 

The game day teasers

We created these two news clips and a unique man on the street perspective of a bust as a way to introduce the Green Police before the main event. 

 
 

The PSAs

Alongside the teasers, we created two PSAs and an interactive quiz to teach and challenge viewers about proper green etiquette.

 

 

In the interactive quiz, users dictate the narrative of the video by answering a series of questions. This video is an example of one user's journey.

 
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Responsibilities

 

Along with Ashley Billings, copy writer, we were the team that brought the entire Green Police campaign to life. From inception to completion, we had a hand in everything from the script, spot, teasers, PSAs to design of Green Police branding and on screen graphics. We even created a Cheap Trick music video which is absolutely awesome. Sadly, the client won't let us show it.

 

 

Roll Credits

 

Client: Audi
Agency: Venables Bell and Partners
ECD: Paul Venables
ACD: Erich Pfiffer
Art Director: Omid Rashidi
Copy Writer: Ashley Billings
Design: Omid Rashidi
EP: Craig Allen
Producer: Mandi Holdorf
Production Partner: Hungryman
Director: Bryan Buckley

 

 

Awards

 

Emmy Nomination
Outstanding Commercial

New York Festival
Bronze world medal

Cannes Lions
Shortlist

Elle Magazine
Gold Award

 

Some number

Total Adult Impressions delivered 
 
 750 million (as of 8:30 a.m. est. 2/8/10)

Unique Visitors to Audiusa.com
on Super Bowl Sunday
 
80,598 ( vs. 77k in 2009)

Increase in Traffic to A3 TDI Model Page
 
396%

USA Today Ad Meter
 #6 (out of 64), Highest automotive brand
 (12th in 2009, 42nd in 2008)

Yahoo Super Bowl Ads - 1 of 16 
"Best of 2010"

Viral Video Chart (on 2/8/10)
 #2

 

 

 

Press Highlights

Ad Age
Bob Garfield of AdAge puts Audi among top advertisers saying, "The Green Police, overzealously tracking your carbon footprint. Very funny, for all the obvious reasons. And the Audi turbo-diesel is a fine-looking Get Out of Jail Free car(d)."

CNET,  "Audi Wins Super Bowl."
 "
As Audi introduced such crimes as the 'compost infraction' and 'incandescent light bulb possession,' the company's image rose high above that of those who tried to use crudity, underpants, more underpants, bad (as in unfunny) sexist jokes, animals, children, more animals and a college quarterback trying to tackle his mother to further their cause."

Forbes
 “A sophisticated, lightly humorous way to get across the idea of the low-carbon emission diesel engine,” says Bill Oberlander, chief creative officer of Cossette New York

Edmunds
Audi 'Green Police' Slays in Super Bowl Ad Wars: "Lots of pre-game chatter about which automaker would come out on top..., but once the last of the confetti settled, Audi stood clear from the pack." - Bill Visnic, Senior Editor

New York Post, "Brilliant"
 
“I thought (the Audi ad) was brilliant,” said Richard Kirshenbaum, of Kirshenbaum Bond Senecal Partners. “The concept of being arrested for added consumption, it addressed larger issues in society.”

NPR, Living on Earth
 
"The Green Police have landed (Audio) "

 


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