Studio Polak


AD ZERO is an initiative to stimulate the whole advertising industry to act climate-neutral. Good old friend Aart van Veller initiated this movement together with MTV Networks, Discovery Networks and Czar. They asked me to design a ‘stamp of approval’ that could be displayed: after every TV commercial- on top of every print-campaign insight every online banner that is produced climate-neutral. The brands can show their responsibility for the environment whilst compensating for their CO2 emissions.I developed the Logo which contains the ‘stamp of approval’ (single: 0+). The concept behind the logo is simple: This AD (abbreviation for advertisement) ADds zero CO2 to the climate and that is a big plus for the environment, secondly it communicates positive exposure for brands. I hope the industry will ADd this big plus to their working standards so they will decrease their CO2 emissions back to zero.

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