Because Greenpeace wanted to optimise the investment, it was decided not to buy any media space as such, but instead to use the charity’s own database.We were seeking the maximum possible impact of a low-cost action, giving all the weight to the idea’s conceptual power. We succeeded by not only minimising its cost, but reducing it to almost nothing.

We were seeking the maximum possible impact of a low-cost action, giving all the weight to the idea’s conceptual power. We succeeded by not only minimising its cost, but reducing it to almost nothing.