Digital Craft > FORM: Image; Sound; Aesthetic
WHO WE ARE IS WHAT WE LEAVE BEHIND: THE SUBARU ENVIRONMENTAL WEBSITE
CARMICHAEL LYNCH, Minneapolis / SUBARU / 2016
Awards:
Overview
Credits
Overview
CampaignDescription
Early last year, Subaru surprised a lot of people when they committed to helping America’s National Parks become zero landfill — where all garbage, everything, is recycled or re-purposed.
Many people wondered what qualified Subaru to do this, what expertise they brought to the table. These people didn’t know that, over a decade ago, Subaru became the first auto manufacturer in U.S. history to be zero landfill. Or that they’ve helped over 800 other companies follow suit. In fact, almost nobody knew anything of the company’s long history of doing right by the planet.
Creatively, our idea was to revamp Subaru’s stagnant environmental website to engage people and show them, in an elegant, organic and captivating way, how environmentally responsible Subaru has been for much of their history.
Execution
To help inform people and spread the word, we re-imagined their website as an organic, interactive and evergreen place to house all their past, present and future environmental milestones — and we designed the whole site on what we felt was the perfect foundation, a timeline taken directly from nature — the rings of a tree.
Once we had the structure, we simply populated points along each nested ring with documentary videos, photography and information that told our story and encouraged people to explore using the uniquely organic and reactive interface, which closely mirrored the natural feel and “aliveness” of our subject matter.
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