Green Zebra

Most clients come to Change to Audit their brand, then Build green brand innovation. Green Zebra, however, came to Communicate their brand.

Green Zebra is a green ‘entertainment guide’ backed by TBVets. The brand needed to reach as many consumers as possible, with an extremely limited budget.

The first task was to hammer out a precise proposition. Green shopping (often contradictory terms) became the basis of the campaign. Based on this proposition, Change created a number of concepts that were then peer-reviewed with the client.

The decision to run with a simple type execution was deliberate. The format was flexible, played on the brand colours, and could be multi-purposed with hundreds of headlines – keeping the campaign fresh without necessitating costly layout changes.

Indeed, Change did launch the campaign with 6 headline-driven ads - far more than would have been possible had the layout been different.

Change then helped Green Zebra connect with sympathetic media companies, and helped launch a relationship with TransLink. As a result, Green Zebra was able to run the campaign on bus sides and in bus shelters throughout the Christmas season at virtually no cost.

Today, Green Zebra continues to grow, and the campaign continues to run.