• D&AD Awards 2018
    Deadline 14 February
  • Open for Entries
  • Deadline 14 February
Enter now
  • Loading…

The BlueMotion Label

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Press & Poster / 2013

BlueMotion is the eco-conscious Volkswagen range. So we asked a simple question: can a print ad help save paper, not waste it? We created The BlueMotion Label – a small insert with prepaid postage on it that could be used to recycle magazines. The idea turned the network of South African post boxes into neighbourhood recycling bins. By December 2012, we had a 14% response rate (nearly three times the projected 5%), and as a result rolled out nationwide by the second quarter of 2013. The smallest VW ad we’ve ever madehasthepotential to make the biggest difference.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again