New media campaign in out-of-business store windows. The U.S. recession’s economic devastation became a platform to talk about environmental devastation. By being an example of extinction itself, the media drove home the effects of environmental devastation in other parts of the world.

Our answer was to compare the devastation of the world’s ecosystem to the economic devastation that was happening here in the US — the 2009 recession. The evidence of that was all around us in the form of closed businesses and vacant storefronts.We decided to use those barren storefronts as media. The very fact that they were closed businesses brought our message home - literally. Plus, they were in the most highly trafficked areas of New York City, San Francisco and Washington, DC. Not to mention, this media could be bought for nothing or next to nothing.

With virtually no media cost, the message reached tens of thousands of people in major US cities.