Creative strategy

'Green Ego'

Green Ego recognizes that people are motivated first and foremost by what feels good to them. Imagine a green hotel that captures ever y drop of rainwater, (6 feet a year in New York), and on a grey rainy day encourages you to take a longer shower, a hotel where the bio-nutrient bed linen will feel as luxurious as high -thread-count cotton, a hotel with elevators that generate more energy coming down than going up so we want guests to take them, a hotel where left-over food is fermented to generate methane that powers the generator to heat the water, and a garden with plants that naturally extract heavy metals from the soil. Who wouldn't want to stay there?

This direction was thoroughly researched; we went to GreenBuild conferences, spent days with leading green architects and environmental experts, and with a clear insight into people's attitude towards 'green', it was developed into a business and marketing plan with the client.