On World Environment Day, an ambient awareness campaign that transformed trees into reminders of environmental responsibility was launched by Ahmedabad-based premium men’s clothing manufacturer JadeBlue utilising a distinctive approach. Executed by Zero Gravity Communications, the initiative used retail price tags as unconventional mediums to initiate conversations about tree conservation and sustainability.
This year, JadeBlue extended its environmental outreach farther than traditional forms of advertising by reaching out directly to the community of Ahmedabad in an innovative way. Large ‘price tag’ like placards were hung on trees throughout major public areas and high traffic areas with the message “Some things are too valuable to put a price on. Save Trees; Don’t Let It Cost Your Life.”
The campaign was “retail focused”, which is consistent with how JadeBlue’s retail partner communicates visually. In doing so, it created a dramatic juxtaposition by communicating the value of something that cannot actually be valued by putting a “price tag” on it in order to prompt people to think about how important trees are to their daily lives.
Jitendra Chauhan, Chairman and Founder of JadeBlue, stated about the new project, “At JadeBlue, we have always believed that what we put out into the world matters, not just what we make, but the values we stand for. Trees are not resources. They are life itself.”
The campaign has been planned to go along with major highways or freeways, popular public parks, and community spaces in and around the various regions in the community, thus continuously capturing the eyes of someone just passing by in a car, on foot, or anyone who lives nearby. JadeBlue has a long-term philosophy of “What you wear is important,” which has allowed them to expand their overall brand identity and brand image to include conversations surrounding sustainability, environmental awareness, and conscientiousness.
Zero Gravity Communications conceptualised this campaign with a goal of creating an authentic message that resonates with the identity of JadeBlue Business. Khushboo Sharma, founder of Zero Gravity Communications stated “JadeBlue does something meaningful every Environment Day, year on year, and that consistency is rare. We didn’t set out to reinvent the wheel. We wanted to make the idea feel truer to who they are: their philosophy, their warmth, their genuine commitment to the world around them. The price tag isn’t a gimmick. It’s a brand built on garments speaking the only language it knows, and using it to remind us that some things were never ours to price.”
On World Environment Day, JadeBlue used creativity and purpose driven communications to promote actions that have positive social outcomes through this campaign. Such purpose-driven communication provides evidence that businesses can make a meaningful impact on the communities they serve by pursuing their core business objectives while also demonstrating corporate social responsibility.
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