Environmental and recycling company Planet Ark has launched a new branding video, bringing new life to the organisation’s brand and highlighting the long-running impacts of Planet Ark’s fun and easy environmental campaigns.
The video, titled ‘You Might Not Even Know You’re Doing It…’, draws on Planet Ark’s 22 years of experience helping Australians reduce their impact on the environment, sometimes with people not even realising which organisation is behind the good deed.
Since it was founded in 1992, Planet Ark has helped millions of Australians plant more than 22 million trees over 20 consecutive years of National Tree Day. It has also helped everyone recycle more than 27 million cartridges as part of the ‘Cartridges 4 Planet Ark’ campaign.
“At the heart of Planet Ark’s brand is a positive, non-political, and non-confrontational personality,” said Freya Paterson, Planet Ark’s business development and marketing manager. “We define ourselves by what we’re for, rather than what we’re against.”
To develop the video, Planet Ark approached Motion Picture Company, a production company at the forefront of web and viral based marketing, responsible for successful online video campaigns for GetUp! Australia, SumofUs and WWF.
“We love that Planet Ark doesn’t just talk about change, they actively help people to make positive change in their everyday lives in ways that are accessible, simple and make a real impact,” said Briony Benjamin, producer at Motion Picture Company. “They’re so busy working to bring about genuine environmental change that they hardly have time to spruik their achievements, which is why we were delighted to help!”
The new video is as much about education as it is about branding for Planet Ark. Giles Roberts was cast to embody the personality of Planet Ark, and his quirky style perfectly projects the charm and approachability that Planet Ark strives for in all of their ten environmental behaviour change campaigns.
“The team at Motion Picture Company picked up on our brand personality straight away and we were able to work on a script that communicated our values in a tight package,” said Paterson. “Most people only know us for one or two of our campaigns, so this video is part of our strategy to reinforce the impact we’re having across all of our collective programs year in, year out. We want that impact to contribute to Planet Ark’s brand equity.”