Last night I attended Vertality2, a sustainable business networking event put on by Vancouver’s Board of Change. It’s part of my 2012 Resolution Pak™ to attend more of these things and network a little more effectively. Which sounds good until I am really too busy to go, and find myself looking around a room full of people I don’t know and thinking I should just get back home to catch up on work.

Fortunately, beer came to the rescue. I had one, which caused me to hang around long enough to spot someone I did know. Chris Livingstone, the Director of All Sorts Of Things at Globe (including the EPIC Vancouver show) and a guy who can put more names to faces than anyone I know. So I had another beer (Thanks, Chris) and before I knew it, I was talking to more people I didn’t even know.

The best part is, these were really good conversations. Green building standards, sustainability in the oil patch (?!), entrepreneurial ventures, sponsorship, yoga, car co-ops… smart people sharing lots of good ideas. And of course, more beer.

Mercifully quick speeches from representatives of Saltspring Coffee, Vancity and Hollyhock reminded me of just how human the successful corporate face of change is in this city. Monika Marcovici and Sonny Wong folowed up with the announcement of the one-thousand and first member of the Board of Change.

As I had another beer, I began to feel invigorated. Maybe we are building a critical mass of positive green thinking. Maybe the Rebel Alliance can muster a charge against the Empire. Maybe the changes I am working to make in my life and work are part of something greater.

Thanks, Board of Change. Thanks, Beer.

If Santa doesn’t show up at your house Christmas Eve, look for him at the corner of 8th & Cypress in Vancouver, dangling above a rather creative display of recycled ornamentation in a Kitsilano traffic circle. At least that’s where I last saw the guy. Not so fat, definitely not jolly and looking, frankly, a little worse for wear. Not sure who he pissed off (Hell’s Angels? The RCMP?) but I hope they show some mercy by December 24th. Otherwise this whole town could be on the coal list. Not that the mining-happy BC Liberal Government would mind that at all.

Merry Christmas.

P.S. The guy who set up the display saw me taking this pic and asked me to donate to the Food Bank. So I did. You should too – come on, it’s a 5-minute online transaction. Maybe it will help save Santa.

“Well I woke up this mornin…
and my SUV had died.

And my dog ran away… to get some
free range exercise.

Then my woman she left me…
to take that long SkyTrain ride

I got them low down Crazy,
Sustainable Commuting Blues…”

That’s how my Thursday morning started as I joined the herds heading for work with the Crazy Sustainable Commute 2011. Naturally, unicycling came immediately to mind as an appropriately whacked mode of transportation, but I thought singing the blues accompanied by ukulele would top it off in a suitably twisted fashion.

This is the second year for this event that challenges commuters to find really alternative ways to get to the office. It’s also the second year that Unicycle Creative has created a promotional video for the event. If you haven’t seen the incredible chicken-powered rocket sled, you should check it out here.

I must say, riding a unicycle while playing an instrument is definitely a challenge. There were several times when I had to choose between missing a chord and missing a curb. Overall, I don’t think it’s going to replace my usual city bike. And now I wonder how I’m going to top it next year…

- Posted using BlogPress from my iPhone

On the evening of Friday December 3rd, over 400 guests filled the pressroom at Hemlock Printers for hParty1.0 – a gala open house and technology launch event. Besides toasting over 40 years of leadership in the printing industry, the crowd was on hand to witness the launch of a ‘new communications platform’, which promised to bridge the print/digital divide. The room was aglow, the atmosphere electric. Like something out of an alternate Steve Jobs universe, the hPad burst into life on the video screen to applause, astonishment and… laughter?

Under all that hype, Hemlock launched…. a note pad.

The irony of the event was not lost on the crowd of designers, clients, businesspeople and agency types. Invitations had come via a combination of customized postcards, personalized Nametag™ RSVP web pages and email follow-up. Visitors were toured through Hemlock’s sophisticated digital printing, offset printing and web response facilities. And the hPad video itself is now racking up hits on YouTube.

So how and why would Hemlock use old-school technology to tell the world about their integrated digital offering?

Full disclosure: Unicycle Creative was the agency who partnered with Hemlock on the development of the hPad and hParty theme. The idea began as a beer-lunch quip by Vice President of Client Services Richard Kouwenhoven that rapidly scope-crept into a full-fledged invitation campaign, notebook brochure design, and launch video.

The strength of using such a classic platform is two-fold. First, the Hemlock brand is rooted in fine printing tradition. We felt it was important to affirm print’s place in the marketing mix by showing just how flexible, affordable, reliable and sustainable it really is when compared with digital alternatives. Secondly, we wanted to get attention for Hemlock’s digital strengths with a bit of wit, humour and impact. We felt taking a few lighthearted shots at the latest gadgetry would appeal to the purist tech geeks as much as the traditionalists.

So if you have a brand with a traditional background, don’t be too quick to abandon it. Even if your message itself is highly technical. A thoughtful blend of the old and the new can have even more impact than the latest bright shiny object.

To find out more about their digital print vision and printing services, visit Hemlock.com.

To get your own hPad, go deeper on the hParty1.0 branding, or talk marketing strategy, send me (Lorne Craig) an email here at Green Briefs.

Thanks to Don Barnard for his stellar shooting and editing on the hPad video; and to James Spooner, Peter Clarke and Gord Lord at GGRP for their magnificent sound design.

Momentum is ‘North America’s Bike Lifestyle Magazine’. And they created a truly electric atmosphere, blocking off the whole street outside the bistro. A valet bike parking pen was bristling with two wheeled steeds of every pedigree. And after a few cool libations at Calabash, the crowd poured out into the street where models cruised up under Hollywood lights, showing off both bikes and wear. My little iPhone video hardly does it justice.

It was refreshing to see a fashion show where the models actually had something to DO besides look seriously over-serious. They zipped up on their bikes, propped them on kickstands, and even deftly demonstrated technical panniers and folding bike mechanisms. All while looking decidedly UN-GoreTex-ish.

So what was missing?
The mainstream. Yaletown yuppies who think they can’t look macho if they’re not idling in a Bimmer. Burrard street business babes who won’t leave the house without three-inch heels. (Yes, there were models in pumps on the pedals) This whole event was one great inside party, cheering on the announcement of new bike lanes, signing up members for the Vancouver Area Cycling Coalition and geeking out over the latest in bike light design. A hip choir cheering the sermon from the two-wheeled pulpit.

The Green Briefs Two Bits: If we’re going to move cycling to the mainstream, maybe that’s where we have to bring these sorts of events. Perhaps with time we can take over Granville or Robson streets. Momentum Magazine’s  half price subscription offer ($10 including a free beer ticket) was a great deal. Picture partnering that with a coupon for a larger chain like Starbucks or Blenz. More on site branding for the event would also help.

But overall I was definitely more excited than bitter. Seeing the style, fun and sheer urban panache that cycling can have just fills me with visions of grandeur, I guess. But I definitely need to upgrade my ‘bikedrobe’ before crashing the next fashionista cycle happening. (See my dream jacket here)

So a tip of the helmet to Mia Kohout, the hard pedaling peeps from Momentum, the cheery crew at Calabash and everyone involved with Bikestyle. Let’s see an even bigger, better more mainstream event next year!

Sustainability more than a feel good initiative
Bob Willard brought a big corporate boardroom table approach with his presentation, ‘Communicating the Business Case for Sustainability’.
Quoting from a new Harvard Business Review study, Willard now describes corporate sustainability as a ‘business imperative’. Using the oft referenced symbol of the 3-legged stool, he urged green champions to abandon the ‘save the world’ rhetoric.
“Laying a guilt trip on someone is no way to connect with them” Willard suggested.
“It’s important to be flexible in language that you use. When talking with business types, use business language.”
So instead of ‘People, Planet, Profits’, consider sustainability as ‘Asset Management’ with categories like

• Financial Capital/Built Capital
• Natural Capital
• Human/Social Capital

Through his experience and research, SME companies that embrace these virtues stand to increase profits by at least 66% over 5 years.
And this is not a temporary thing. Willard describes the most recent economic upheaval as unique in that it’s the first recession where the corporate focus on green issues actually increased.
“The Sustainability Imperative is a Megatrend, magnified by escalating public and environmental concern,” Willard continued. Quoting from a May Harvard Business Review article, he explained that “Environmental issues have steadily encroached on businesses’ capacity to create value for stakeholders. That’s why companies must convert this threat to an opportunity.”

The most exciting developments are happening at the local / municipal and provincial / state levels
Willard encouraged everyone in the room to continue down the green path, no matter what the scale of their enterprise.
“Get on with it. Do not wait. People are taking ownership locally. It’s happening. The timing is perfect.”

For a room full of small businesses branding themselves as a ‘Green Zone’, these were welcome words, indeed.

The Green Briefs 2 Bits: Taking ownership and offering connections at the regional level may have greater effect than it first appears. I suspect we may well see more local neighbourhoods, communities and business groups take a similar sustainability approach, as the business case for green outpaces big business and big government’s ability to adapt.

– Post From My iPhone

Have you got a sustainability idea or initiative to get off the ground? You might want to take yourself a lot less seriously.
Less than two months ago, the Crazy Sustainable Commute was just a fun office idea in the head of Steve Unger, a Senior Director at SAP. The concept is now gaining momentum throughout Vancouver and may one day go even further. 
The event, to be held on August 27th 2010, is a campaign designed to inspire people for ONE day to rethink how they can commute to work in an eco-friendly way that is sustainable, fun and raises awareness. 
“Each small step you take to reduce carbon emissions is one BIG step closer to a healthier planet and a healthier you.” says Steve.

When the Crazy Sustainable Commute team called me I have to admit the idea was too fun to resist. Especially when Steve told me how he was planning to commute on August 27th. So Green Briefs and Unicycle Creative jumped on board by offering blog coverage, logo design and production of a YouTube video featuring Steve’s alter-ego, Canoe-Man.

The Crazy Sustainable Commute team has since been to the July Critical Mass ride and has started a web page for participants to share their fun commuting ideas at www.crazysustainablecommute.org.
If you have an event or initiative to get off the ground, remember that humour and quirkiness go a long way in today’s cluttered, serious world. A fun idea will attract more sponsors, marketing partners, media coverage and participants. (It may even get you a good deal on some creative!) So turn the wacky side of your brain loose. Joining the Crazy Sustainable Commute on August 27th is a great way to start.

Protesters at the Olympic Village Open House show their disappointment at the reduced amount of social housing in the neighbourhood. The giant bird shows his disappointment at being made of plastic.

The irony was obvious. I was stopping for petrol at the Esso station in Hope BC as I glanced over to the parking area and saw a young couple self-fueling their Toyota Delica with a hose leading from a trailer fill of waste vegetable oil. I soon learned Tyson Jerry and Cloe Whittaker were on a journey called Drive to Sustain – breaking a world record for sustainable vehicle travel. (38,137 km, by Rainer Zietlow, Florian Hilpert, Falk Gunold, Franz Janusiewicz, all Germany, with a Volkswagen Caddy EcoFuel using natural gas – October 2006)

Coordinating their trip with fast-food franchises for fuel (New York Fries was mentioned as a mainline supplier) they have now broken that record and are driving to reach 45,000km. When I returned home, I looked them up on their website, driventosustain.ca. Turns out they are well into their trip, having criss-crossed the continent, from New York to LA to Edmonton to New Mexico. They broke the record in New York, to the cheers of some school kids they were visiting. Congratulations!

It looks like a great time. I am completely jealous of this eco road trip, and impressed with Tyson and Cloe’s drive.

Of course I can’t resist offering just a few ideas. Not that they even need them, having traveled somewhere over 38.000km quite successfully. But if anyone wants to challenge their record, or take a trip like this to the next level, here are a few Green Briefs Marketing Thoughts:

Brand the Vehicle: According to their home page, “The van (is) nicknamed ”The Green Machine” by some and “Veggie Mobile / Veggie Van” by others…” Creating a consistent brand (better yet, a media spectacle) out of the van itself would have made it easier to get more traction with the media. (How about “The Fry Baby” or “Frier Truck”? The “VeggiePod “? )

Bring in Sponsors: Tyson mentioned that New York Fries offered them a lot of support… why not feature the restaurants who contributed fuel? There’s a big white trailer just looking for some more graphics. What about talking to Whole Foods to fuel the people?

Put some more facts on your card: I can understand wanting to minimize waste in handout form, but a few more stats on the trip would have made it easier to get my head around the idea.

Add intro and closing graphics to the YouTube videos - Make them more of a series with a little simple production. Maybe note the approximate mileage at which the video occurred.

As I said though, hats are off. Check out their YouTube videos, blog and website.

Looks like almost enough fun to try it myself…!