Wednesday, April 22, 2009

BCD Does Green for Fed Ex

Bryan Christie Design's work promoting FedEx's green packaging initiative launched today! The effort's main piece is a web animation that appears to crumple the entire content page of the site on which it's placed, without requiring a rollover, as if it's a sheet of paper. Click here to check it out. The "wad" disappears into a FedEx ad frame on the page's border as a corrugated FedEx box drops down with copy announcing that the majority of FedEx boxes are made from recycled materials. BBDO/NY created the concept and handled the development side of the effort, which also includes two additional animations of the FedEx box, one creating it from rays of light, and one creating it from clouds. Frames from the animations are being used in national print ads. Something like this...

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