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The Green Life: Medium as Message

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July 11, 2013

Medium as Message


One evening four years ago, Anthony Ganjou was standing on the curb outside a London pub when he noticed an advertisement on a passing bus. It was for a smoothie being billed as 100% natural. Wondering why the brand "preached the natural mantra on a dead tree," he launched Curb, a marketing firm that uses natural and organic materials to produce ads with a minimal footprint.

A striking example of Curb's work was the billboard created to promote the Warner Bros. film Contagion. Made from live bacteria and fungi, it prompted more than 100,000 Twitter and Facebook mentions and at least 560,000 YouTube views. "All we did," Ganjou says, "was deliver the title of the movie in the coolest way we could imagine."

Another sustainable marketing blitz involved stamping the logo of a British sports company onto freshly fallen snow.

Ganjou is convinced that his company's eco-messaging works better than conventional ads: "Humans have interacted with nature for hundreds of thousands of years," he says. "Billboards and screens have only been around for 100 years. Which do you think is going to be fundamentally more effective?" 

—Wendy Becktold

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