The integrated campaign idea features a national "I give a hoot day" supported by an interactive website , bumper stickers, ringtones, real hooters and PR activity. The aim of the campaign is to get 1m people signed up to the cause and to hold a nationwide event where everyone can join the call for low carbon fuels.
Martin Nieri, CMW managing director, said: "On the one hand, cleaner fuels aren't distributed widely enough for many people to buy them. And on the other hand, car manufacturers and fuel manufacturers won't distribute them more widely until more people demand them. Our goal would be to create such an enormous wave of opinion that government and business couldn't fail to notice and act."
The competition judges said: "'I give a hoot' is a thoroughly engaging concept, totally deliverable and shows why a good idea is central to a good campaign."
CMW said that it hopes the "I give a hoot" campaign idea will go on to be developed into a real government campaign.
Intelligent Marketing was also selected as a winner in the Cars Not Carbon competition for its submission, "know your carbon", which focused on improving the existing vehicle licensing system and the tax disc design. It created a simple tax disc sticker so that all 34m vehicles on UK roads would publicly display their carbon emissions in a user-friendly way.
The objective of the competition is to raise awareness of the opportunities for promoting greener motoring in the UK and to encourage engagement between motor industry decision makers and creative industries.