Positive Change - Environmental: Non-Profit
Recognizing non-profit organizations and associations with marketing programs that have measurably shifted audience (B2B or B2C) behavior toward more environmentally sustainable choices, grown demand for more sustainable products and servi
The Threat in Our Threads; How The Woolmark Company Exposed Fashion’s Fossil-Fuelled Secret.
The 'Wear Wool, Not Fossil Fuel' Campaign challenged the entire fashion industry and its billions of consumers to create a new criteria of choice for clothes buying. No longer would our decisions be driven by just-style, cut, colour etc. we would add "fabric" to that list. We did this by dramatically reframing synthetic clothing as fossil fuel fabric and making our audience feel the impact of it on their skin. We positioned wool as the eco solution and in doing so we made a hidden element (fibre manufacture) the most un-ignorable thing about your clothes.
Brand: The Woolmark Company
Client: The Woolmark Company
Plastic pollution is a serious environmental crisis, but previous campaigns haven’t managed to rally public support. The Plastic Diet campaign re-framed the debate - from a distant environmental issue to an acute personal problem by making people awarethat we involuntarily eat and drink plastic. Our now iconic message that “you eat a credit card of plastic every week” created headlines across the world and inspired +2 million people to pledge support giving WWF the momentum to put pressure on governments before the signing of the global treaty at UNEA 2022.
Client: WWF Singapore
Agency: Grey Malaysia
Vote Like a Madre
For Hispanic moms, climate change was a real concern. However, most weren’t aware that voting was the strongest tool they had against it. In fact, 50% of Hispanic women did not vote in 2016. We needed to change this, and we did it by turning voting into an act of love. Our campaign, “Vote Like a Madre,” asked mamas to pinky promise their children they would vote for politicians that put the planet first. We got mamas to pinky up, speak up and vote, and proved motherly love conquers all.
Brand: Potential Energy Action Network
Client: Potential Energy Action Network
Agency: the community