Adaily Inspiration Week #15: Climate change ads
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For this week we chose campaigns for “climate change” campaigns. Below you can find our 5 picks, but if you want to see more just click direct link to query » HERE «
1. “Los Santos +3ºc” - Greenpeace
Greenpeace did Los Santos +3°C using the GTA online game to engage young people in the fight against climate change.
VMLY&R São Paulo • 2022 • NGO - nature • Cross-country • Global
Challenge
The challenge of this campaign was to engage young people and make them realize the real consequences of climate change. Greenpeace wanted to find a way to educate and inspire action among GenZ, who are often disconnected from traditional environmental messaging. They needed to create a compelling and immersive experience that would grab their attention and encourage them to get involved in the fight against climate change.
Target Group
The target group of this campaign was young people, specifically Generation Z.
Idea
The main idea of the campaign was to engage young people in the fight against climate change by creating an immersive experience within the popular video game GTA Online. Greenpeace developed a virtual replica of Los Santos, the game's city, to showcase the potential consequences of climate change. By partnering with scientific experts, they created a metaverse that depicted a future scenario with rising temperatures, environmental challenges, and economic crises. The campaign aimed to inspire action and awareness among GenZ gamers through live streaming and online engagement.
Results
The campaign by Greenpeace to engage young people in fighting climate change through the use of GTA Online, called "Los Santos +3°C," yielded significant results. The campaign saw a 340% increase in petition signatures, indicating a heightened level of engagement and support for climate change action. Additionally, there was a 40% increase in donations, showing a willingness among participants to contribute financially to the cause. The campaign also received substantial media coverage, with over $30 million worth of earned media coverage. The immersive experience garnered significant attention from Gen Z, with over 8 million minutes of climate change content watched by this demographic. Furthermore, during the first week, over 450 hours of live streaming took place, demonstrating the widespread participation and interest in the campaign. Overall, the campaign successfully inspired action and engagement among millions of Gen Z individuals in the fight against climate change.
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2. “Plastic Kicks the Bucket” - McDonald's
McDonald's did a sustainability campaign using plastic-free communication to promote their progress in environmentally-conscious packaging.
DDB Germany Munich, OMD Germany Dusseldorf • 2023 • QSR • Germany • Europe
Challenge
The challenge of this campaign was to credibly communicate McDonald's sustainability efforts and achievements, especially in regards to plastic reduction, in a way that would overcome the perception that fast food and sustainability don't go together. The campaign aimed to build trust and change people's perception of McDonald's as an environmentally conscious brand. Additionally, the communication itself had to be sustainable, aligning with the brand's eco-friendly message by using eco-efficient and plastic-free media planning.
Target Group
The target group of this campaign was the general public, specifically consumers in Germany. The aim was to change their perception of McDonald's as an environmentally conscious brand and to build trust in the company's sustainability initiatives.
Idea
The main idea of this campaign was to credibly communicate McDonald's sustainability efforts and progress in Germany by showcasing their achievement of saving over 2,000 tonnes of plastic through packaging changes. The campaign aimed to change people's perception of McDonald's as an environmentally conscious brand and promote trust in their sustainability initiatives. The communication strategy focused on being eco-efficient and plastic-free, aligning with the brand's efforts to reduce their environmental footprint. The campaign successfully achieved increased trust in McDonald's sustainability projects and reduced CO2 emissions compared to traditional campaigns.
Results
The "Plastic Kicks the Bucket" campaign by McDonald's Germany achieved significant results. The campaign successfully increased people's perception of McDonald's as an environmentally conscious brand, with 39% of respondents stating that McDonald's acts sustainably, compared to the previous 14%, representing a 179% increase. The campaign also had a positive impact on brand metrics, including a 22% increase in brand sympathy, a 15% increase in brand trust, and a 17% increase in authenticity and sincerity. Furthermore, the sustainability-focused communication itself was sustainable. The use of shorter video ads resulted in a reduction of 3.5 tonnes of CO2 emissions, equivalent to a flight from Los Angeles to Cannes. The unique wooden murals used in the campaign not only served as plastic-free media-first highlights but also filtered as much air as 14,000m2 of forest per day. The use of recycled paper in print ads also contributed to a 15% reduction in emissions. Overall, the campaign achieved a significant reduction in emissions, with a 64.7% reduction on average per advertising contact. These results demonstrate the effectiveness of the campaign in promoting sustainability and creating a positive impact for McDonald's.
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3. “The Climate Store” - Felix
Felix did a campaign called The Climate Store using carbon dioxide equivalents (CO2e) as the currency.
Prime Weber Shandwick Stockholm • 2021 • Snacks • Sweden • Europe
Challenge
The challenge of this campaign was to raise awareness about the environmental impact of food production and consumption in a way that would resonate with consumers. The goal was to highlight the carbon footprint of different food items and encourage shoppers to make more sustainable choices. The campaign also aimed to generate media coverage and spark conversations about the topic on a global scale.
Target Group
The target group of this campaign was the general public, specifically those who are interested in sustainable living and reducing their carbon footprint.
Idea
The main idea of the campaign was to highlight the environmental impact of food choices by creating a pop-up supermarket where the listed price of every item was its carbon dioxide equivalent (CO2e). The campaign aimed to raise awareness about the carbon footprint of different food products and encourage consumers to make more sustainable choices.
Results
The campaign, known as The Climate Store, was highly successful in generating widespread attention and sparking a conversation about the true cost of food in terms of carbon emissions. The initiative received coverage in over 30 countries, including prominent media outlets such as CNN and Tagesschau. It was recognized as Campaign of the Year and Best Campaign in Europe at the 2021 PRWeek Global Awards, as well as winning the Food & Beverage category at the 2021 EMEA SABREs and three categories at the 2021 Purpose Awards EMEA, including Best Environmental Cause Campaign. The impact on sales was also significant, with sustainable vegetarian products experiencing a sales growth of 17%. Overall, The Climate Store campaign successfully raised awareness about the environmental impact of food choices and encouraged consumers to consider more sustainable options.
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4. “Climate Warriors” - NRMA Insurance
NRMA Insurance did an immersive Minecraft campaign called "Climate Warriors" using their Natural Perils Data to educate the next generation about bushfire preparedness.
Thinkerbell Melbourne • 2021 • Insurance • Australia • Oceania
Challenge
The challenge of this campaign was to address the lack of climate change education in the Australian school curriculum and provide a solution to educate the next generation about the importance of preparedness for natural disasters caused by climate change. The aim was to engage young Australians and empower them to take action to protect themselves, their communities, and the environment. The campaign also sought to raise awareness about NRMA Insurance's proactive approach to combat future bushfires and position them as a brand that helps and educates the community.
Target Group
The target group of this campaign was young Australians, specifically primary school students, who were the next generation most at risk from the increasing severity and frequency of natural disasters caused by climate change. The campaign aimed to educate and empower them to better prepare themselves and their communities against these events.
Idea
The main idea of this campaign was to create an immersive digital learning environment, using the popular game Minecraft, to educate the next generation of Australians about the importance of preparedness against natural disasters caused by climate change. The campaign aimed to teach children how to better equip themselves in the face of future disasters and empower them to take proactive measures to protect themselves, their communities, and the environment.
Results
The "Climate Warriors" campaign, which aimed to educate young Australians about the importance of preparedness against natural disasters, achieved significant results. The Minecraft-based educational platform received over 1.5 million downloads within the first few weeks, reaching approximately 71.4% of primary school students. Since then, the game has accumulated over 3.5 million additional downloads, bringing the total to over 4 million. The campaign also partnered with three gaming influencers, who created content that garnered over 450,000 views on YouTube. Furthermore, the campaign generated 47 pieces of news coverage, with a potential reach of over 7 million people. Notable media outlets that covered the campaign include IGN, Kotaku, ABC Good Game Spawn Point, Game on Aus, and Byteside. Additionally, as a result of its success, the "Climate Warriors" game is now approved as part of the Australian curriculum, making it an official educational resource for schools. This allows students to access vital knowledge and skills that can help protect their futures. The impact of the campaign extends beyond Australia, as the game is available globally for other countries to use as an educational tool. This initiative has filled a gap in climate change education and provided young people with the knowledge and tools to better prepare themselves for the future.
Links
5. “Climate Realism” - WWF
WWF did a Climate Realism Exhibition using famous paintings and AI-generated images to illustrate the effects of climate change.
Leo Burnett Germany • 2023 • NGO - nature • Germany • Europe
Challenge
The challenge of the WWF Climate Realism Exhibition campaign was to make climate scenarios more tangible and relatable to the general public. Climate data is typically communicated through numbers and graphs, which can be difficult for people to understand and connect with on an emotional level. The campaign aimed to address this challenge by using famous landscape paintings from art history and applying AI-generated climate change effects to them, creating a visual representation of what the future may hold. By combining art, technology, and science, the campaign aimed to spark deeper discussions and increase awareness of the urgency to address climate change.
Target Group
The target group of the WWF Climate Realism Exhibition campaign was likely a combination of art enthusiasts, environmental activists, and the general public interested in climate change issues. The campaign aimed to engage and educate people from various backgrounds and perspectives by using the medium of art to make climate scenarios more relatable and tangible.
Idea
The main idea of the WWF Climate Realism Exhibition campaign was to bring climate data to life by combining local climate research with artificial intelligence (AI) technology. The campaign aimed to make climate scenarios more tangible and accessible by using famous landscape paintings from art history and modeling their possible climate futures. By doing so, the campaign sought to foster a collaboration between art, technology, and science, and inspire deeper discussions and a greater sense of urgency to address climate change.
Results
The results of the WWF Climate Realism Exhibition campaign were positive and impactful. By using artificial intelligence and climate data, the campaign brought climate change scenarios to life through famous paintings. This unique approach provided a tangible and relatable visual representation of the potential effects of climate change in various locations. The campaign successfully combined the worlds of art, technology, and science to create a thought-provoking experience. It sparked deeper discussions about climate change and its consequences, engaging a wider audience in the conversation. The web experience, physical exhibition, and digital assets generated significant attention and raised awareness about the urgency of taking action against climate change. Overall, the WWF Climate Realism Exhibition campaign achieved its goal of presenting climate scenarios in a novel and impactful way, stimulating conversations and inspiring people to address the challenges of climate change.
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