| Title | Bay Watch |
| Agency |
Tiempo BBDO
|
| Campaign |
Bay Watch
|
| Advertiser |
Greenpeace
|
| Brand |
Greenpeace
|
| Posted | February 2007 |
| Product |
Coasts campaign
|
| Business Sector | Environmental & Animal Issues
|
| Tagline | Time to start looking at the real danger |
| Story | This is a high visibility guerrilla action for Greenpeace designed to raise awareness of the importance of looking after our coastline, by highlighting how human activity on and near beaches is causing them irreparable damage. |
| Philosophy | Some lifeguard chairs, of the kind found on any beach, were chosen as the medium. The twist was that the chairs were turned around to face the land, rather than the sea. In this way, we were able to bring attention to the shameful fact that the real danger to our coastline comes from thoughtless development and other human actions. Using the chairs also meant Greenpeace volunteers could be present, dressed as lifeguards, explaining their point of view and handing out leaflets to passers-by. |
| Problem | The Spanish coastline is in a poor state and has deteriorated after years of massive urbanization and development which are plunging the coast into a precarious state. Greenpeace states that permission has been granted for the construction of 768,000 new housing units on the coast, along with 45,000 seaside properties already constructed illegally. They also criticize the construction or expansion of 77 pleasure ports and the creation of 58 golf courses adding to an existing 300. According to Greenpeace, the developments are under way as Spanish tourism, which is worth 12% of the country's annual GDP, is struggling to keep its market share. |
| Result | The result was that thousands of beach users were made aware of the danger of mistreating our coastline. Thousands of people became interested in Greenpeaces efforts to stop this abuse many of them requested leaflets, and a sizeable number even became Greenpeace members. |
| Media Type |
Print
|
| Market | Spain |
| Executive Creative Director |
FERRAN BLANCH
|
| Account Executive |
HELENA CLEMENT
|
| Art Director |
EVA CRESPO
|
| Advertising Manager |
HUGO MARTIN
|
| Other |
Siscu Molina
|
| Copywriter |
GUILLE RAMIREZ
|
