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Organic Inc. for Roots of Peace
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Related Topics: SAN FRANCISCO
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Oraganic Inc. was hired to redesign the Roots of Peace web site www.rootsofpeace.org
SAN FRANCISCO (Map, News) - Each week, The Examiner showcases an advertising campaign by a local company.
Client: Roots of Peace
Job: Redesign of Roots of Peace web site (www.rootsofpeace.org)
Agency: Organic Inc.
Leadership team: Tom Tully (group director of technology), Bill Camp (general manager), Angela DiPietro (associate creative director) and Daniel Turman (associate creative cirector).
The plan: Organic will provide for a total redesign of the existing site, creatively and technically, to allow for more relevant content given Roots of Peace’s expanding programs. The new site also provides easier updating of site content, blogging and interfaces to social-networking platforms such as Facebook, MySpace and YouTube.
The theme: Growth, transformation and a deep-rooted connection to the earth as key visual metaphors for the site.
The concept: Implementation of the core creative themes overlayed by integration with social networking and blogging capabilities to bring Roots of Peace a creative, expandable platform from which to support its increasing international presence.
Tom Tully
Age: 48
Position: Group director of technology
Education/background:
» Boston College
» VP of technology at Digitas Inc., Boston and San Francisco
» VP, technology director at Modem Media, San Francisco
» MIS manager/Internet services manager at EF Education; Stockholm, Sweden, and Cambridge, Mass.
What drove your development of the concept? The direction taken involved merging the core creative themes with technically scalable platforms for future growth. Using the earth metaphor, we designed elements showing plants springing to life as users make contributions to the site. User interaction with areas of the site (such as the Wishing Well and donation pages) shows how individual contributions can result in positive changes to environment, economy and communities worldwide. Technically advanced yet simple to use content-management systems and blogging software were chosen to allow for easy updating of new and existing content. To provide for additional global awareness, functionality was integrated with external social-networking communities such as MySpace, Facebook and YouTube. Organic also provided print and art materials to support offline events such as The Harvest of Hope Fundraiser held recently at Copia (American Center for Wine, Food & the Arts).
Comments from Examiner Readers
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Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
104 agree | 92 disagree
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Examiner Reader said:
Get some of the crime issue solved too
250 agree | 235 disagree
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Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
357 agree | 266 disagree
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Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
519 agree | 295 disagree
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Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
647 agree | 433 disagree
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THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
563 agree | 429 disagree
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Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
634 agree | 429 disagree
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Examiner Reader said:
uh, folks the "spot" is at the top...duh!
546 agree | 459 disagree
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Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
479 agree | 445 disagree
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Examiner Reader said:
nice stuff! great campaign.
583 agree | 447 disagree
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Examiner Reader said:
hog wash!
807 agree | 487 disagree
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