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Sustainability Advertising and Environmental Design

Mike Catherall
October 26, 2006
The 2006 Design and Art Directors Annual has been released and one of the most striking pieces is the packaging design for Daylesford Organic Milk. In an attempt to minimize the environmental impact, the designers have made use of Lean Pack by EcoLean. Lean Pack is a material that breaks down into water, carbon dioxide and chalk and is one of the most environmentally advanced packaging materials.

The winning of a Yellow Pencil by Teresa Roviras and Lisa Lanfranchi helps not only bring this incredible product to the public’s attention, but will also sell more Daylesford products in the process. This is sustainability advertising at its best. Because of this award and the buzz it will create, other designers, agencies, and in turn companies, will be interested in using sustainable packaging for their products.


The Lean Pack is less bulky and weighs less than traditional packaging, and takes less energy to manufacture and distribute. The whole process produces as little waste as possible. Even the printing was taken into consideration, as the heart-shaped sticker was kept at a universal size and shape to reduce cost and waste.

With the help of an Inconvenient Truth, there is enormous momentum on a political and corporate level to change the face of the consumer landscape. However, it is individuals that comprise any organization, and it is individuals that have the sway to make these changes. By bringing something to the forefront as commonsense as packaging that deteriorates into harmless chalk and water is an excellent start.
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Mike Catherall

Mike Catherall is the founder of Immersion Creative. 



The idea behind this new Vancouver advertising agency is that the best solutions are often found by completely immersing the writer in a client's environment, to get a true feel of the business. 

Working from within, Mike can produce everything from TV ads, to websites, to brochures, radio and ambient, all the while creating an online presence that will keep you on the first page of Google.



Also, unlike other Vancouver advertising agencies, Immersion also has complete access to a fleet of ice cream trucks.



Ice Cream Truck Advertising - for ads they'll chase after.

 To find out more, visit Immersion Creative, or call 604 537 1874.

Mike is an award-winning English copywriter and columnist as well as a former Native English teacher. He has worked for some of the world's most prestigious agencies, including Ogilvy & Mather and Publicis on clients such as Disneyland, Mercedes-Benz, Citibank and Western Union.

For years, Mike worked as a copywriter in Hong Kong. He has also written novels, radio plays, children's books, screenplays, and more than ten blogs.

His adventures as an English copywriter can be found here. In his American Chronicle columns, Mike's focus is on sustainability advertising. His current clients include Toronto psychologist Donna Ferguson, mattress Vancouver retailer Simmons Mattress Gallery, Victoria mattress retailer, Mattress Choice, as well as CRNE prep course instructors - Primed Educational Associates and companies to help you get a pardon in Canada.