We talked about Triodos’ new designy ‘Follow your heart, Use your head’ campaign – created by Dawn, designed by Christian Borstlap – a month ago. It was called a ‘missed opportunity’, since we thought the ads lacked an incentive for the consumer to move to Triodos (‘sustainable banking’). Now the incentive is there. “We invest in rubbish. Because recycling has the future” is what this outdoor ad tells us. The others communicate: “Let’s turn Fair Trade into a pleonasm” and “Banking without e-numbers and preservatives”. O.k. now we get it. Though it still feels a little too ‘fair trade’ to persuade the masses. But we sincerely hope we’re wrong. In any case, nice copy and design.