After Asbestos

Pro Bono - Series


Rethink, Toronto/Montreal/Vancouver
w: rethinkcanada.com

Ad Agency: Rethink Client: Greenpeace Canada Creative Directors: Xavier Blais, Maxime Sauté Art Director: Edouard Coune Writers: Raph Côté, Jon Mandell Chief Creative Officer: Aaron Starkman Account Director: Mélanie Châteauneuf Producers: Marie-Pière Poulin, Katia Dupuy, Todd Harrison Editor: Stephen Parker

Greenpeace launched After Asbestos, a grassroots, election-like, PR-driven campaign inviting citizens and city officials to put an endangered turtle back on the map, literally. It would be the perfect opportunity to turn a deadly legacy into a hopeful symbol of biodiversity. When Asbestos' public consultation for a new name began, Greenpeace proposed the name of Apalone, an endangered species of softshell turtle found in the region.