Half of our coral reefs have already died, and the other half are severely threatened. The Ocean Agency needed a branded movement that could inspire brands to raise awareness about their critical plight.
RESPONSE
Before dying coral is bleached of its colour, it performs a luminous colourful display. These warning signs are the most beautiful cry for help you could ever see, but are hidden away beneath the surface.
We created the Glowing Glowing Gone campaign to take this extraordinary warning off the ocean floor, and into popular culture. We started by creating three new colours with Pantone, each representing the glowing display our reefs are making. And through a partnership with Adobe, we invited creatives everywhere to share them.
RESPONSE
An army of glowing support followed. From the streets of Notting Hill Carnival, to Times Square, to the World Surf League in Tahiti. And as brands, creatives and media partners embraced our invitation, a wave of earned media impressions helped raise awareness of coral’s plight like never before.
Results
Global brands joined the movement to use their advertising and media budgets to raise awareness, including Adobe, Pantone, Hewlett-Packard, the World Surf League and WeTransfer.
Over 140 million impressions in the first 3 months of the campaign with no paid media
REQUIREMENT
The UK uses more water than it rains. But awareness of how we can save water is low. Our challenge was to encourage Affinity Water’s users across South East England to do their bit.
We knew that to get people to change entrenched daily behaviours would take more than appealing to their better nature—we needed to forge a more emotional connection.
Response
When we discovered that Affinity is home to 80% of the world’s chalk streams—a precious natural resource that is more endangered than the Bengal Tiger or the Great Barrier Reef, we knew we had found our fight.
Save our Streams drew people’s attention to the fact the water from their taps is directly connected to this endangered resource. Dry British wit was used to dramatise the extravagant ways people waste water.
CAMPAIGN
Our oversized bath became a symbol of this change, found in OOH, press, DM and a roadshow that toured the region. A hilarious radio campaign visited homes to highlight the residents’ ridiculous water-wasting behaviour. We even hosted a live comedy event in an actual stream.
requirement
Over 180k customers signed up to get a free kit of water-saving devices.
Over 25 million litres of water saved each day.
A halo effect saw a +17% improvement in brand trust scores.
CANNES LION
We won Silver in The Creative Business Transformation Lions by turning the most famous renewably brewed beer into a renewable energy provider.
Requirement
The way we power our world has to change with energy supply accounting for 35% of global emissions. That’s why Budweiser committed to brewing 100% of its beers with renewable electricity by 2025. When it became clear we would achieve this goal ahead of schedule, we knew we needed to do more. How could we use our influence with a hospitality industry where up to 90% of the electricity still comes from non-renewable sources?
RESEARCH
We needed to convince the managers of those venues to make the switch. Our research highlighted that these bars wanted to reduce their impact on the planet, but the renewable energy tariffs that were available to them were more expensive than their existing deals.
We knew that if bars could buy renewable energy at the scale of Budweiser than it would dramatically lower the cost, overcoming the key barrier to renewable electricity uptake and making the switch to renewable open to all.
response
Introducing The Budweiser Energy Collective. A new business model that leverages the scale of Budweiser to secure renewable energy at hugely discounted prices, before passing those savings onto our partners who help to drive the physical availability of our brand.
For the first time in our 146 year history, Budweiser isn’t just helping bars serve great tasting beer; we’re helping them run on greener electricity too.
Results
Prevented 810,000 tons of carbon dioxide emissions, equivalent to removing 675,000 cars off the road.
$1.5m already saved in energy bills, with $30m of savings expected by 2025.
1.8bn media impressions, with 460m true impressions.
Requirement
Since 2017, we’ve worked with Budweiser to develop their Better World platform and communicate their bold commitment to brew all Buds with 100% renewable electricity by 2025.
We knew that Bud’s consumers were eager to help in the fight against climate change, but were feeling helpless about the scale of the challenge ahead.
RESPONSE
To celebrate Earth Day in 2021, we created ‘Together We Can Turn This Around’, a inspiring global campaign that reiterated Budweiser’s commitment, and encouraged others to take action against climate change.
The centre piece to the campaign was a film featuring a reversible poem – one that painted a picture of doom and gloom when read from top to bottom, but turned into a message of hope when read in reverse.
TOUCHPOINT
We redesigned the classic Budweiser can, renaming it to highlight how everyday choices like the beer you drink can help fight climate change.
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