As far as mascots go, the Dow Chemical Olympics 2012 mascot may be the strangest yet -- but it has good intentions. Dow is using this giant humanlike hedge, whose name is Hopeiary, as the new "face" of its Olympics 2012 campaign, which promotes going as green as possible for this year's games.
The campaign, created by agency Draftfcb in Chicago, comprises this TV spot, which features the personified hedge going to London to help people make more sustainable, earth-friendly choices. The commercial ends with the words, "Even the planet has an Olympic Dream: a greener, more sustainable Olympic Games."
The Dow Chemical Olympics 2012 campaign also includes an interactive microsite that lets visitors "grow" a virtual plant by correctly answering questions about green practices, such as changing lightbulbs to eco-friendly ones and limiting one's showers to five minutes.
Key Themes Behind This Trend
- Eco-friendly Mascots
- Creating mascots that promote sustainability and eco-friendly practices.
- Interactive Campaigns
- Engaging consumers through interactive experiences and gamification.
- Green Olympics
- Promoting sustainability and environmentally conscious practices in Olympic events.
Where This Applies
- Advertising
- Opportunities to create innovative and impactful mascots for advertising campaigns.
- Sustainability
- Developing interactive platforms and initiatives that educate and incentivize people to adopt green practices.
- Sports and Events
- Integrating sustainability and eco-consciousness into large-scale events like the Olympics.
