KÄRCHER

ECO!OGIC

CAMPAIGN

INITIAL SITUATION AND OBJECTIVE

Environmental protection and sustainability are firmly anchored in Kärcher's corporate goals. With the ECO!OGIC technology, Kärcher is taking this approach a step further by making their devices much more energy saving than was previously the case. Panama's task was to design and implement a key visual and a global TV advertisement for the technology.

IDEA AND IMPLEMENTATION

Yellow is the new green – this was the slogan created by Panama for a key visual used across all media and communicating the concept clearly and memorably with a green-yellow frog.

This frog is used to identify all Kärcher ECO!OGIC devices and also features in a television advertisement presenting the technology in a charming and appealing scenario.

The story uses a surprising angle to demonstrate the benefits of the technology and the Kärcher brand's sustainability concept.

OBJECTIVE ACHIEVED

The key visual and TV advertisement are clear successes, ensuring that the ECO!OGIC technology is now an established part of the Kärcher product portfolio.