"Give Back to Blue"

Celebrating a decade of 1% for the Planet

Client

1% for the Planet

Industry

Environmental Advocacy

Services

Campaign strategy, verbal and visual design, activation

Challenge

How do you mark a 10th anniversary for a movement — not a company — and inspire a new generation of businesses and consumers to give back to the planet?

Solution

The insight was simple: giving shouldn't feel like a sacrifice. It should feel good. Really good.

"Give Back to Blue" became both the campaign theme and an invitation — anchored by Big Blue, a character born from the 1% for the Planet logo itself. Friendly, expressive and instantly recognizable, Big Blue scaled across every touchpoint: a family of icons representing 11 environmental cause categories (from Forests to Oceans to Social Activism), print and digital ads, in-store POS at Eastern Mountain Sports and other retail partners, event screens, hangtags and social content.

The "Blue Gives You..." campaign line did the emotional heavy lifting — connecting environmental giving to concrete benefits and good vibes: the top-of-the-world rush of a summit, the warm fuzzies of an organic cotton onesie.

Big Blue serves as both reminder and beacon to keep protecting the places we love.