Client: Dogwood Initiative
Creative Directors: Ian Grais, Chris Staples
Art Directors: Tony Woods, Leia Rogers
Designer: Tony Woods
Writer: Leia Rogers
Dogwood Initiative is the leading voice opposing the construction of oil pipelines and the resulting increase of tankers in BC. In November 2014, Rethink created a direct mail campaign to target voters around the time of Vancouver’s municipal elections. A spin on the traditional shampoo sample mailer, oil filled samples were mailed to conservative voters and political newsmakers in Canada. Reactions ranged from supportive tweets to angry letters. The biggest impact was online, with hundreds of recipients sharing pictures of the mailed samples on social media. The campaign received national news coverage and pledges of support increased by 400% a month.