1% for the Planet

Information / Credits

Boulder, Colo.More compelling than any environmental need - if new print and online advertising for non-profit business alliance, 1% for the Planet, Waitsfield, Vt., is to be taken at face value - is the need for rock and roll. The campaign, by TDA Advertising & Design, Boulder, Colo., promotes "1% for the Planet: The Music Vol. 1," a collection of 41 tracks that musicians including Jack Johnson, Mason Jennings, Jackson Browne and others have donated pro bono. All proceeds will be used by 1% for the Planet to "make the planet a more beautiful place" - which, in small body copy, is the ads' sole, passing, environmental reference. Instead, mock-dire headlines like "If Beaches Disappear, Musicians Will Have No Place To Build Their Beach Houses," and "Without Environmental Causes, Musicians Wont Have Socially Charged Anecdotes To Share During Dinner Parties" reflect TDA's assessment that, between saving planet earth and rock, the latter is the stronger sell. The advertising runs as print full pages and web banners, in publications like Mother Earth News, Natural Home, Utne Reader, Forth, others, and on Longboard Media websites such as shop.com, buzzillions, shopwiki and more. "1% for the Planet: The Music Vol. 1" will be sold both online and, as a Dropcard, in-store. 1%FTP member retailers including Patagonia, Volcom, others, and music retailers like Best Buy, Borders, etc. will display and sell the Dropcards like the traditional music CDs they resemble. Dropcards are made of (recycled) paper and each contains a unique printed keycode which unlocks a download from music.onepercentfortheplanet.org . The tunes are $9.99 for all 41, or 99c each. Creative credits for the advertising and Dropcard package design go to TDA creative directors Jonathan Schoenberg and Thomas Dooley, art director/copywriter/designer Austin OConnor, and copywriter Brad Phifer. Dropcard microsite development is by Core, New York, and Dropcards, Parsippany, N.J. 1% for the Planet, founded by Patagonia's Yvon Chouinard, is a fast-growing global network of businesses that donate 1% of sales to environmental causes. onepercentfortheplanet.org TDA Advertising & Design is a strategically-focused creative agency with $26 million billings from clients including, among others, FirstBank, USA Networks, Irving Oil, Johnson & Johnson, Titus Bicycles, Cloudveil, and 1% for the Planet. tdaadvertising.com

Client: 1% for the Planet, Waitsfield, Vt., non-profit business alliance Agency: TDA Advertising & Design, Boulder, Colo. Product: 1% for the Planet: The Music Vol. 1 41 tracks. 99 per single download. $9.99 for all. Sales support environmental causes. Music artist-donated. music.onepercentfortheplanet.org Advertising: Print pages, web banners. Purchase paths: Online, via credit card. In-store P-O-P, via Dropcard. Paper CD in cardboard case will be displayed and sold at 1%FTP member retailers including Patagonia, Volcom, others, and at music retailers like Best Buy, Borders, etc. Printed keycode unlocks download. Tag (new): Help Rock Stars Save The Planet. Print placement: Mother Earth News, Natural Home, Utne Reader, Forth, others. Online placement: Longboard Media, including shop.com, buzzillions, shopwiki, etc. CDs: Jonathan Schoenberg, Thomas Dooley AD/CW/Package design: Austin OConnor CW: Brad Phifer Microsite development: Core, New York Dropcards, Parsippany, N.J. Photog: stock (Getty Images) Breaks: January