The New York Times ran an article last week about green ad agencies that must have the folks at Dwell Creative walking on air. The article, "How Looking Green is Looking Good," prominently features this ad from Dwell, which is part of an ad series to promote a recycling program in Maine.The article profiles a number of boutique firms such as Dwell, Green Team and Big Think Studios (sporting the tagline, "Advertising and design for social change"), which are focused on companies with green products, non profits and foundations. The big agencies haven't totally missed the boat, as BBDO handles GE's Ecoimagination campaign.
These agenices are on the watch for firms that are simply looking to greenwash their products -- "putting a positive public image to putatively environmentally unsound practices."
The folks who have founded these green agencies are not your typical ad guys; they've gone green for a reason:
Leaders of agencies in the green niche say that is because they care as much about the mission as the money. “We want our advertising to inspire true change,” said Mr. Rooks, who said Dwell had rejected assignments that smacked of greenwashing.
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