Saatchi & Saatchi this week unveils its print and PR initiative for SONY Australia, highlighting SONY’s commitment to offsetting carbon emissions from their corporate travel.

Beginning as an internal communication piece for the electronic giant, the advertising campaign centres on the ‘growth’ of a grass car which is also used for the Print advertising and PR activity.

It is the first campaign created for SONY Australia’s Corporate Communications Division by Saatchi & Saatchi and has been designed to demonstrate to staff, retail partners and customers, the company’s commitment to sustainable environmental management.

With the help of Studio Kite (model makers), a living, breathing car was grown, then shot in an everyday street environment, and finally parked outside SONY’s Australian headquarters in North Ryde.

Simone Bartley, CEO at Saatchi & Saatchi, says the grass car campaign is a highly visible way for SONY to advance the environmental cause.

This visible demonstration of SONY’s commitment to the environment creates a talking point and raises awareness of the CarbonSMART program for off-setting carbon emissions.

Jenny Geddes, corporate communications manager at Sony Australia added, Across the globe, Sony Corporation recognises the importance of preserving the natural environment that sustains life on earth for future generations. As part of this, we are conscious of reducing our own environmental footprint, which is why we joined Landcare’s CarbonSMART initiative. We have worked with Saatchi & Saatchi to create a campaign that has brought our commitment to the environment to life in a creative and engaging way.

From June 2008, the print ads will feature in a range of national and metro publications as well as environmental features and supplements.