Green-washing or Greenwashing?

Green-washing or Greenwashing?
Advertising
Amanda Gore (PSFK London)
  • 26 october 2007

Over on their wonderful blog threeminds, the guys at Organic have pointed us to a new London advertising tool which gives a new definition to the word greenwashing. Street Advertising Services has taken the idea from reverse graffiti that we’ve been seeing around the world and established what they call ‘a professional provider of Street Art and Advertising’ that creates eco-friendly branded graffiti. This literally is green-washing in the most positive sense: a street team turns up at night with a pressure-washer to blast a stensilled advert onto the pavement using only the cleaning power of water. As this only constitutes street-cleaning the process is legal and therefore can be used to target any area, which sounds great for brands, but slightly less appealing to the residents. Lets hope someone stops and thinks about the visual implications of this before we have Starbucks adverts on every paving slab!

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