07540 685718


Smith UK Ltd
Ideas Factory NUA,
Cavendish House,
St Andrews Hill, Norwich, NR2 4SN

Campaign Theming, Creative Copywriting, Publicity Campaign and Art Direction
East of England Development Agency

Cut Your Carbon was a major local government initiative aimed at reducing energy consumption. A publicity campaign was needed to attract community groups into the scheme. Smith presented a range of ideas, but the favourite by far was 'everyday hero': a tongue-in-cheek reworking of Superman. No chiselled hero, no kryptonite here. Instead, ordinary people saving the planet through a series of small, seemingly insignificant everyday energy-saving acts. The idea, an individual's actions averting a catastrophic global event went to the heart of what the client wanted to communicate with a tongue-in-cheek tone which it was thought would appeal to a public tiring of preachy 'green-wash'. Smith enrolled applicants to become a team of 'carbon superheroes' who were then photographed in community centres, clubs and public spaces demonstrating their energy-saving tips. The photoshoots doubled-up as a series of mini awareness-raising events across the region and the material produced went on exhibition stands, advertising, web design and marketing and direct mail collateral.

The campaign attracted a full quota of entries.

superhero group

Hive guidelines2

undressing x4

web banners

CYC screen


full figurelong