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Dow Chemical Olympics 2012 Campaign Uses Giant Humanlike Plant

By: Katherine Vong - Published: • References: Hopeiary & adweek
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. Stats for Faceless Hedge Mascots Trending: Older & Warm
Traction: 1,031 clicks in 112 w
Interest: > 3 minutes
Concept: Dow Chemical Olympics 2012
Related: 103 examples / 79 photos
Segment: Neutral, 18-55+
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