Free Republic

Portland-based Ecotrust hopes the campaign will sell a new way of thinking about the environment Upstairs in Wieden + Kennedy's Portland advertising offices, Spencer Beebe finishes what he calls his "half-hour elevator speech." It's about the complexities of saving salmon and preserving forests while building a healthy economy -- ideas long-discussed within the conservation community. But Beebe is in trouble: His audience isn't tracking. Not even Dan Wieden, whose agency created award-winning campaigns for Nike, Coca Cola and others. Wieden finally breaks in: "I'm just a simple ad guy. So you have to speak sort of monosyllabically and slowly." Then,...