Advertising Agency: Saatchi & Saatchi, Copenhagen, Denmark.
Creative Director: Simon Wooller
Art Directors: Cliff Kagawa Holm, Silas Jansson

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“Terminate capital punishment once and for all.”

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On October 4th, Olivier Marcheteau, head of MSN France , has set forth the group’s agenda for the coming year to the press and advertisers.

Depicting MSN as a full-fledged media (18 million readers), Olivier Marcheteau recalls that “10% of media time is dedicated to internet” and that more than 50% of internet users log on at least a blog a month.

Beyond the scheduled pursuance of its content and community entertainment strategy, which leads MSN to add new themes, the most interesting annoucement concerned the creation of a environnement dedicated channel, in partnership with Yann Arthus-Bertrand

LCV (the green channel) will be mainly dedicated to the fight against global warming. Its broadcasting on internet allows it to be more participative, thanks to MSN messenger and quizzes, but also to offer applications, such as the carbon calculator.

This announcement recalls that MSN broadcasted the Live Earth global event in 2007(which we covered here), and that it is working on a chat-charity programm (coming soon on theblong)

It is nevertheless interesting to notice that the creation of a new channel is the main aspect largely commented by media in their articles on MSN:

What can we say about this announcement?

In a global “green painting” context, this decision seems to follow the trend without bringing anything revolutionary. But MSN has a high visibility and an impact comparable to TV-media…

What kind of content will be broadcasted on this channel? There is no answer to this question yet, but there might be a opportunity for nonprofit advertisers. Unless one argues that these ads mainly aim at a non-specialist public.

Lastly, what audience will this channel have?

and you, what is your opinion?

“The one who’s joining us il already fighting”

“The one who’s joining us il already hopin for a better world”

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“Global Warming. If we don’t act know, the future looks blue.”

Advertising Agency: Bhadra Communications, Bangalore, India
Creative Director: Satya PR
Art Director: Siju S Nair
Copywriter: Dominic
Other additional credits: Gayatri Nair

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