Aqueduct supports M&S' Ultimate Green Idea Campaign
Creative communications agency Aqueduct has created a brand identity and online portal to promote Marks & Spencer’s new environmental campaign – ‘Your Green Idea’.
‘Your Green Idea’ encourages Marks & Spencer’s customers to submit their environmentally-friendly ideas to the retailer through a website created by Aqueduct. The best idea will be adopted by the company, with the winner receiving up to £100,000 to spend on a green project for the organisation of their choice.
As well as devising the creative strategy behind the initiative, Aqueduct has created the website at the centre of the campaign (www.yourgreenidea.co.uk), which is now live. The competition officially opens for submissions on 15 March. In the lead up to then, M&S will begin a campaign to encourage the public to get their thinking caps on for green ideas that will make the company more environmentally friendly in the way it is run.
Once ideas have been submitted through the website, a judging panel will choose the top three, which will then be put to the public vote. The author of the winning idea will see their idea adopted by M&S and win the £100,000 prize to spend on a green project for the organisation of their choice.
The initiative will sit under Marks & Spencer’s ‘Plan A’ eco-plan and follows other successful campaigns, including its well-publicised drive to reduce carrier bag use and its tie up with Oxfam, which rewarded anyone taking an old item of M&S clothing into the charity’s stores with a £5 voucher to spend in M&S.
Sir Stuart Rose, chair of M&S, said: ‘We’ve had some great green ideas since we launched Plan A just over three years ago. With our customers’ help, we’ve recycled four million garments through our Oxfam Clothing Exchange and saved more than 600 million food bags through carrier bag charging.
“Now we want everyone to get even more involved, not only by submitting ideas for green actions but also by voting to decide which one M&S will implement. We’ll take the winning idea and make it happen right across M&S’s UK operations, ensuring that it makes a significant difference to the environment.”
Georgia Antill, senior account director at Aqueduct, said: “M&S has a terrific track record when it comes to successfully engaging the hearts and minds of the public. We knew we had to create the right campaign identity, tone of voice and implement a digital solution to successfully underpin all campaign activity.”
