ISFiT is already putting its mark on Trondheim. When you walk through the main street, it is a good chance you will notice a gigantic ISFiT logo made of moss, fixed on the wall of an old apartment building. You may also stumble upon ISFiT logos as you wander about in the streets. All this is a result of ISFiT 2013’s commitment to an environmental friendly way of marketing.
“Impressions—not imprints”
This is the goal of Ren Reklame (which translates to Clean Advertisement), an eco-friendly advertisement company, which is responsible for the ideas behind the different logos. They have shown that advertisement cannot get much greener. Ren Reklame delivers smart, innovative solutions on nature’s principles. In addition to painting the ISFiT-logo onto a wall using moss, they are the brains behind the washed-on logos, where they take advantage of the dirty city streets to wash logos or other motives onto the streets. Thanks to the many volunteers in ISFiT, big and small logos have been scrubbed onto dirty street corners.
From Øyafestivalen to ISFiT
One must go back to a sunny day at Øyafestivalen, a Norwegian music festival, in 2010 to understand how ISFiT got the idea to advertise in this original and eco-friendly manner. A curious volunteer behind the food-counter started talking with a person immersed in the newly started project Ren Reklame. Two years later, the festival is different, but the volunteer the same. The environmentally conscious advertisement firm has grown since then, and with the City of Trondheim backing them up, the ideas became reality.
Fotogjengen.samfundet.no
Trondheim’s best place for an ad?
-“I am very happy with the result. The work we have done with Ren Reklame has gone really well, and we have been lucky to use what must be one of the city’s best locations for an ad,” says Maria Camilla Nørgaard , who is obviously pleased with what has happened since the day she had her fist meet with green marketing, in the summer of 2010. –“Reverse graffiti and eco-friendly advertising is growing fast, and I am glad that ISFiT is now amongst the first to utilize these techniques in marketing,” she adds.
A beacon for the environment
It is not only the marketing that is green in ISFiT. The festival aims to lead a wholeheartedly environmentally friendly profile, and just like last year’s festival, ISFiT 2013 is also a certified Miljøfyrtårn (translates to a beacon for the environment). The national certification is a sign that the festival is run eco-friendly. ISFiT 2013 will conduct a series of concrete and quantifiable measures for the climate and the environment in the time leading up to and during the festival. While waiting for more green advertising stunts, you should take a walk in the streets of Trondheim to find the ISFiT logo washed onto the streets.