Plastic pollution, global warming, extinction of species – all this is about the climate crisis, which without exaggeration affects everyone. Not only governments and NGOs, but also businesses are working to solve this problem. Together with creatives, they create non-standard solutions that can contribute to nature conservation.
Let’s read the compilation of the most exciting cases made by Platfor.ma. All these people draw attention to global problems and seek solutions.
Why is it important for creatives to save the planet?
If creativity could save our planet, we would have lived in the Garden of Eden long ago and not knew about the problems of the climate crisis, plastic pollution, animal extinctions and everything that is somehow connected with the active development of the capitalist world. One of the most important tasks of a creative person is to be noticeable, to draw attention to something and to tell about it to the general public. This is the perfect combination of what a creative can do to save the world. Talk about existing problems, show new non-standard ways to solve them, offer alternative views on what surrounds us every day.
Creative is solving a problem in a way that never existed before. And if global environmental problems still exist, then we all need to continue to offer new solutions, and take at least small steps towards their implementation.
Is the influence of creative effective?
These cases, which we see at festivals of creativity and discuss with each other, may have a real impact on the situation. At least in the form of involving people in the problem they are talking about. Creative must be not only creative but also effective.
However, social projects often do not have a direct metric to determine whether a case has worked to its full potential. Those cases where donations are not going to be made and there is no activation are usually covered by media coverage. In fact, there are two ways: to activate people in action or to make people talk about the problem. If with the first it is clear that more sacrifices, the more effective communication – in the second case is usually taken into account organic coverage through free media.
Agency: Etc Paris
Lacoste – Save our species
Lacoste crocodile for the first time in 85 years has displaced ten species on the verge of extinction. Together with the International Union for Conservation of Nature (where all the proceeds from sales went), the company released 1,775 unique polo shirts. This number corresponds to the rest of the animals of a particular species in the wild. So, a total of California guinea pigs, virgin cyclamen, Burmese turtles, Sumatran tigers, owl parrots, Javanese rhinos, Saons, crested gibbons, California condors and slender lemurs left
The coolness of this case is that the brand had the courage to raise its hand to the most sacred thing it has – a logo. Logos are usually inviolable in everyday communication – they are always the same and are used according to instructions with strict rules. And here the logo is the carrier of communication. It is also so famous. It is difficult to find a person who would not recognize this crocodile. And now people know much more about other animals. For the first time in 85 years, Lacoste crocodiles have been displaced by ten species on the verge of extinction. Together with the International Union for Conservation of Nature (where all the proceeds from sales went), the company released 1,775 unique polo shirts. This number corresponds to the rest of the animals of a particular species in the wild. For example, there are so few California guinea pigs, virgin cyclamen, Burmese turtles, Sumatran tigers, owl parrots, Javan rhinos, Sao rhinos, Saolis, crested gibbons, California condors, and slender lemurs.
Aje Bordeaux 2050
Agency: Mccann Paris
Do you know what the wine of 2050 will taste like? Most likely, it will have bitter notes of the climate crisis, because in the middle of this century the vineyards of the Bordeaux region in France will suffer from hail, drought, floods and rising temperatures by 2-4° C. The taste of wine will never be the same as before. And we know this for sure, because Bordeaux 2050 exists. It was created by simulating the forecasted weather conditions of the future, and thus turned abstract data into a bitter and unpleasant reminder of our shared responsibility.
A beautiful, emotional case that does not speak the language of horrors and accusations and does not raise the issue of morality, as is often the case with climate issues. The wine brand for France, as one of the strongest, plays a role as a platform for discussion. Accepting that wine will be bad is much more effective and psychologically easier than another text about the apocalypse through a plastic toothbrush. Do you know what the wine of 2050 will taste like? Most likely, it will have bitter notes of the climate crisis, because in the middle of this century the vineyards of the Bordeaux region in France will suffer from hail, drought, floods and rising temperatures by 2-4° C. The taste of wine will never be the same as before. And we know this for sure, because Bordeaux 2050 exists. It was created by simulating the forecasted weather conditions of the future, and thus turned abstract data into a bitter and unpleasant reminder of our shared responsibility.
Edible chopsticks for eating
Agency: Ff Shanghai
China produces more than 57 billion pairs of disposable chopsticks each year, or about 3.8 million trees. To ensure that Chinese forests do not suffer, people are fed up and traditions are followed, the Eleme delivery service has created edible chopsticks. They are made from wheat flour, powdered sugar, milk powder, butter and water. Moreover, you can choose from three flavors: wheat, matches and sweet potatoes. The idea went so far that more than 10 million pairs of chopsticks were made in the first six months, and 100 restaurant chains joined the campaign. That’s how you can eat fish and take care of the environment.
Making chopsticks edible is one of the ideas you think about: why hasn’t it always existed? Even outside the context of the environment, this is a good decision that does not violate tradition and continues the usual element of Asian culture. Every year, China produces more than 57 billion pairs of disposable chopsticks – about 3.8 million felled trees. To ensure that Chinese forests do not suffer, people are fed up and traditions are followed, the Eleme delivery service has created edible chopsticks. They are made from wheat flour, powdered sugar, milk powder, butter and water. Moreover, you can choose from three flavors: wheat, matches and sweet potatoes. The idea went so far that more than 10 million pairs of chopsticks were made in the first six months, and 100 restaurant chains joined the campaign. That’s how you can eat fish and take care of the environment.
To The Last Tree
Greenpeace, agency: Ogilvy & Mather Poland
What to do when the real forest is cut down and the government ignores the protests of environmentalists and environmentalists? Make an exact digital copy of it, and when everyone is delighted, destroy it, leaving one surviving tree. This story happened with the last virgin of Europe, part of the UNESCO World Heritage Site – Bialowieza Forest. It was reproduced in Minecraft – 19 gigabytes, 7 million trees, 50 billion bricks. Almost instantly, it became a hit, and when fame spread around the world, all but one digital tree was cut down. The simulation of a sense of loss turned out to be enough to make the audience express their concern. Isn’t this the 170,000 signatures on the petition, including from gamers and teenagers?
It seems to me that this case clings to its natural cruelty – to cut down this digital forest that so many people admired – it’s something like shock therapy, when people were shown a reality that they probably would not want to notice. Such a digital simulation of a real problem is a cool example of how to show the scale of the problem and how it can be implemented directly. Even if it’s a little cruel. We are also cruel to nature – that’s why it’s honest. What to do when the real forest is cut down and the government ignores the protests of environmentalists and environmentalists? Make an exact digital copy of it, and when everyone is delighted, destroy it, leaving one surviving tree. This story happened with the last virgin of Europe, part of the UNESCO World Heritage Site – Bialowieza Forest. It was reproduced in Minecraft – 19 gigabytes, 7 million trees, 50 billion bricks. Almost instantly, it became a hit, and when fame spread around the world, all but one digital tree was cut down. The simulation of a sense of loss turned out to be enough to make the audience express their concern. Isn’t this the 170,000 signatures on the petition, including from gamers and teenagers?
Calculator 2030
Doconomy
Agency: The Farm
Imagine that brands – from small to large – could calculate their carbon footprint and put this number next to the price. And you could choose which one to support financially. However, there is one thing against it. Such calculations are complex and often not affordable for small and medium-sized companies. So the employees of the Swedish Doconomy took and made a free “Calculator 2030”. It is a real tool that allows small local companies to estimate their emissions and remain transparent.
Big corporations vs local brands are a long history. Creative is a way to solve a business problem with minimal investment, so it is ideal for small businesses. The idea has the potential to become a one-size-fits-all solution for any local business if you learn to use a calculator effectively. But this requires a demand for a low level of carbon footprint, because the demand for a low price in $ is consistently high. We are waiting for the next steps from Doconomy and FARM Stockholm.
Saving Toys
Dagoma
Agency: Tbwa Paris
There are no spare parts for toys, so it is almost impossible to repair them. Billions of them end up in landfills, injuring not only the child’s psyche but also the planet. This plot could be the beginning of a children’s cartoon, and became the beginning of a real project. Having compiled a list of toy parts that are lost and broken most often, the team of 3D designers modeled more than a hundred of them. Now lost hands, wheels, heads and ears can be printed out on a 3D printer and returned to their rightful place.
A very non-trivial way to show a product and make it useful. Creating a community of people around the brand is not an easy task. But if you interest them in one common task, success is almost guaranteed. And children, of course! It’s cool that you can explain to children from an early age that you don’t have to throw away a toy and buy a new one if something happens to it. I think that children need to be explained such things and, perhaps, they will be able to correct the situation in the future. There are no spare parts for toys, so it is almost impossible to fix them. Billions of them end up in landfills, injuring not only the child’s psyche but also the planet. This plot could be the beginning of a children’s cartoon, and became the beginning of a real project. Having compiled a list of toy parts that are lost and broken most often, the team of 3D designers modeled more than a hundred of them. Now lost hands, wheels, heads and ears can be printed out on a 3D printer and returned to their rightful place.
IKEA – Black Friday upside down
The Agency: Buutvrij For Life
Fights for unnecessary lampshades at a discount, queues at every corner and excessive consumption – it’s Black Friday. What about the return Friday? IKEA, for example, changed the rules of the game in favor of our planet during the most discount period of the year. Instead of buying things, people can return what is no longer joyful. Surrendered items receive new life, and their owners receive vouchers to purchase what they really need.
It is very, very honest. As one of the largest furniture manufacturers, IKEA has the right to talk about the full life cycle of furniture. This is the case when the brand extends not only to its products, but also to any other. Especially if it’s recycling, where other brands are disappearing, talking only about their product. Fights for unnecessary lampshades at a discount, queues at every corner and excessive consumption – it’s Black Friday. What about the return Friday? IKEA, for example, changed the rules of the game in favor of our planet during the most discount period of the year. Instead of buying things, people can return what is no longer joyful. Surrendered items receive new life, and their owners receive vouchers to purchase what they really need.
Michelob Ultra – Contract To Change
Agency: Fcb Chicago and Fcb NY
Organic farming is good for the environment, for humanity, and even for business. However, the transition to organic production is extremely difficult for family farms. First, the process takes at least three years, secondly, the satisfaction is not cheap, and thirdly, farmers are afraid of losing customers. The beer brand has taken on the mission of transforming agriculture by introducing the Contract for Change. With this agreement, local farmers are obliged to become completely organic within three years. Instead, Michelob Ultra guarantees that it will be their first customer after the transition and will help financially.
Just a chic case. Collaboration of the brand and the people who seem to be the least brand-dependent when it comes to their earnings and the well-being of their families. But the fact that they were able to establish a dialogue and convey the importance of the problem to them is a very cool result. It seems that this is a point problem of one segment of people – farmers, but when a brand is ready to do something so large-scale and invest real money, it inspires confidence. I think there is no better way to show that it is important for you that your raw materials are organic than this one. Organic farming is good for the environment, for humanity, and even for business. However, the transition to organic production is extremely difficult for family farms. First, the process takes at least three years, secondly, the satisfaction is not cheap, and thirdly, farmers are afraid of losing customers. The beer brand has taken on the mission of transforming agriculture by introducing the Contract for Change. With this agreement, local farmers are obliged to become completely organic within three years. Instead, Michelob Ultra guarantees that it will be their first customer after the transition and will help financially.
Salla 2032
House Of Lapland
Agency: Africa
The Lapland town of Salla, where temperatures can reach -50 ° C, has applied for the 2032 Summer Olympics. If we do not overcome the climate crisis, the coldest city in the world can really be an ideal candidate along with Jakarta and Istanbul. Changes are already visible, snow and ice are melting, preparing the infrastructure for the main sporting event. So the official website of the campaign offers to save not only Salla, but the whole planet, and advises how to do it.
Develop such an idea in a small town, where there seems to be nothing but the cold, and even so clever and concise – it’s wow. Together with the ultra-simple visual accompaniment “Summer Games where it’s winter now, because it will be warm in 2032”, this case is a good example of how easy it should be. The Lapland town of Salla, where temperatures can reach -50 ° C, has applied for the 2032 Summer Olympics. If we do not overcome the climate crisis, the coldest city in the world can really be an ideal candidate along with Jakarta and Istanbul. The changes are already visible, the snow and ice are melting, preparing the infrastructure for the main sporting event. So the official website of the campaign offers to save not only Salla, but the whole planet, and advises how to do it.
Mcdonald’s – Billboard Hotels
Agency: Nord DDB
Without pollination, a third of the food we eat is endangered. At the same time, due to human activities, the space for them is becoming less and less – in Sweden, about 30% of these insects are threatened with extinction. What did the local McDonald’s franchise do? She replaced her usual billboards at a hotel for wild bees. So now, after a hard day’s work, insects can rest in wooden billboards. These hotels are always open and always free.
We are used to talking about the ocean, polar bears and climate change. But this case has shown that those in need of help and protection can be very small and virtually invisible. Bees are probably the last species to come to mind when it comes to protecting animals, and they, it turns out, also suffer, and they are also important worldwide. Without bees, there will be no favorite double cheeseburger, and this is a disaster for me! Dead bees do not buzz. And without pollination, a third of the food we eat is at risk. At the same time, due to human activities, the space for them is becoming less and less – in Sweden, about 30% of these insects are threatened with extinction. What did the local McD franchise do? It replaced its usual billboards at a hotel for wild bees. So now, after a hard day’s work, insects can rest in wooden billboards. These hotels are always open and always free.
Soluble Bottle
The Naturale Market
Agency: Bbdo Guerrero Philippines
Why a shampoo bottle if it can exist without it. The solid form of this product still seems too difficult to use, so the Dissolving bottle project is rushing to help fight plastic. The idea is as simple as a door – to make a solid shampoo in the form of a classic hotel mini-bottle. The result is a redesign of traditional packaging that can be used by anyone by downloading a 3D printing form and customizing the design.
I hope I had a little pun in the presentation of this solution about shampoo in the form of shampoo. And if not – I’ll leave it here. In my opinion, this is another brilliant idea in its simplicity. When packaging = product, and product = its packaging. Why shampoo bottle, if it can exist without it. The solid form of this product still seems too difficult to use, so the Dissolving bottle project is rushing to help fight plastic. The idea is as simple as a door – to make a solid shampoo in the form of a classic hotel mini-bottle. The result is a redesign of traditional packaging that can be used by anyone by downloading a 3D printing form and customizing the design.
Let’s remake!
H&M
Agency: AKQA
Old clothes are a resource, not rubbish. For greater clarity, there is Looop – the world’s first in-store clothing recycling system that transforms the old into the new. This is how leaky socks, parted with your pair, or stretched T-shirts with unwashed ketchup become stylish ponchos and sweaters. And thanks to the glass vat, the process is more transparent than ever. You can see this miracle of recycling in the Stockholm H&M store or on the website. Yes, the fashion revolution begins at the end.
Consumerism dictates us to buy and throw away, but in the end fast fashion works, new collections are released once a month or more. The H&M case is an example of how you can turn the whole industry upside down and turn rubbish into a livable thing. The cool thing is that, in fact, the brand is a supplier for itself, as if by its own example showing the rebirth of the fashion industry. Old clothes are a resource, not garbage. For greater clarity, there is Looop – the world’s first in-store clothing recycling system that transforms the old into the new. This is how leaky socks, parted with your pair, or stretched T-shirts with unwashed ketchup become stylish ponchos and sweaters. And thanks to the glass vat, the process is more transparent than ever. You can see this miracle of recycling in the Stockholm H&M store or on the website. Yes, the fashion revolution begins at the end.
Notpla
Making Packaging Disappear
Agency: Superunion
Seaweed stuff and an environmentally friendly startup that will destroy the packaging we know. It’s all Notpla. No to plastic, yes to biodegradable raw materials, which will disappear in 4-6 weeks naturally, leaving no microparticles. And you can eat it! Either drink if you’re running a marathon and don’t want to leave a plastic trail behind, or want to throw a shot at a festival without harming the environment. And why brown algae? Because they grow by about a meter every day, do not compete with food crops and do not need fresh water and fertilizers.
The case when the creative goes beyond the typical market formats. We are used to the fact that it is usually about videos and banners, but here we see a creative about science, the planet and the fan, and he is the strongest. Plastic you can eat? Notpla is a creative tool that allows you to experiment with flavors, shapes and find new experiences. Seaweed material and an ecological startup that will destroy the packaging we know. It’s all Notpla. No – plastic, yes – biodegradable raw materials, which will disappear in 4-6 weeks naturally, leaving no microparticles. And you can eat it! Either drink if you’re running a marathon and don’t want to leave a plastic trail behind, or want to throw a shot at a festival without harming the environment. And why brown algae? Because they grow by about a meter every day, do not compete with food crops and do not need fresh water and fertilizers.
Trash Island
Ladbible Group
Agency: Amv Bbdo
Somewhere in the North Pacific, so much plastic has accumulated that it’s almost dry. The size of such floating islands is equivalent to the area of France, and governments around the world have continued to ignore them. So LadBible applied to the UN to recognize these territories as official countries. Thrash Island even created its own money, flag, passport and other attributes of a serious state, and 200,000 people, including Sir David Attenborough, became citizens of the garbage islands and pledged to reduce the use of plastic.
“How can you come up with this? Just look at the case to understand why the idea is great. Everything is “clean”, of course, mega-scale, with the problem and its gradual solution. Also, the use of the legal framework is always “wow”, but the most amazing thing is that even my mother knows about this island (interestingly, not from me), and she, believe me, is far from both advertising and from the island itself. so much plastic has accumulated in the North Pacific that it is almost dry. The size of such floating islands is equivalent to the area of France, and governments around the world continued to ignore them. So LadBible applied to the United Nations to be recognized as an official country. Thrash Island even created its own money, flag, passport and other attributes of a serious state, and 200,000 people, including Sir David Attenborough, became citizens of the garbage islands and pledged to reduce the use of plastic.
Electric Village
Renault
Agency: Publicis Conseil
Why don’t you want to go to an electric car? 93% of the French are involved in the need for developed infrastructure, that is, for going to the electric cars, for the life of the great world. Renault has heard їх and viral to show, how the stink doesn’t stir up the race. The very skinny family of the most recent settlement of France has taken away three rockets by electrical authorization. And the settlement, about yak never before, didn’t have a chuv, changed on the first place without electric cars and took 63 million views, increased sales of the Renault ZOE model by 50% and made it the number one article in Europe.
Finally, without dramatization. Saving the planet can be fun and interesting, why not? I like to take a real village and do something unusual with it. Large-scale project, which is not stressful, but shows an alternative to patterns of car consumption. What do you lack to completely switch to electric cars? 93% of French people believe that they need a developed infrastructure, and in general, to drive an electric car, you need to live in a big city. Renault listened to them and decided to show that they were wrong. That’s how every family in the most remote village in France received an electric car for three years. And the village, which no one has heard of before, became the number one electric car with 63 million views, increased sales of the Renault ZOE by 50% and helped it become number one in Europe.
Plastic Fishing
Corona
Agency: We Believers
Nowadays, there is a much better chance of getting a plastic bottle out of the water than a real fish. So the beer giant Corona has launched the world’s first “plastic fishing” tournament in the Mexican town of Mazatlan. The rules are simple – get as much plastic waste from the ocean in one day. The winner managed to catch almost 400 kg of garbage and earn 14,800 pesos, which is equivalent to the monthly salary of a fisherman in the region. And the total catch of 80 participants of the event is three tons of plastic, which went for processing to the local company México Recicla.
Freeing the ocean from plastic is not a quick process, but it is difficult for the average fisherman to explain the need for it, because he needs to eat here and now. But Corona has stalled the process by making plastic at the price of fish, and now fishermen don’t care what they catch – they’ll still get paid for the weight. From this point of view, one can think of the high, because this is Maslow’s pyramid in action. Nowadays, there is a much better chance of getting a plastic bottle out of the water than a real fish. So the beer giant Corona has launched the world’s first “plastic fishing” tournament in the Mexican town of Mazatlan. The rules are simple – get as much plastic waste from the ocean in one day. The winner managed to catch almost 400 kg of garbage and earn 14,800 pesos, which is equivalent to the monthly salary of a fisherman in the region. And the total catch of 80 participants of the event is three tons of plastic, which went for processing to the local company México Recicla.
Reversible Barcode
Life Nutrition
Agency: Cheil Hong Kong
https://www.youtube.com/watch?v=9-PhqkoVcAk&feature=emb_logo
Although 89% of people say they are ready to make charitable donations, the number of those who donate funds to charity is 1%. So brands around the world are looking for ways to make this process as easy as possible. Life Nutrition, for example, has introduced reversible barcodes. When making a purchase, you can scan them in the usual way and pay a normal price. However, this barcode should be reversed, and one dollar from each purchase will go to Greeners Action – an environmental organization in Asia. It is said that in the first month alone, 63% of buyers made a voluntary donation and reversed their impact on the environment.
I adore this case for its very clean execution. Even the idea that the barcode, depending on its orientation to the scanner, can work as two different – is a very interesting finding. And to give it value, to put technology and charity in one technical barcode image is simply incredible. Although 89% of people say they are willing to make charitable donations, the number of those who donate money to charity is 1%. So brands around the world are looking for ways to make this process as easy as possible. Life Nutrition, for example, has introduced reversible barcodes. When making a purchase, you can scan them in the usual way and pay a normal price. However, this barcode should be reversed, and one dollar from each purchase will go to Greeners Action – an environmental organization in Asia. It is said that in the first month alone, 63% of buyers made a voluntary donation and reversed their impact on the environment.
