Заголовок | Pollute |
Агентство | Josiane |
Кампания | Greenwashing in advertising |
Рекламодатель | ARPP |
Бренд | ARPP |
Дата первой трансляции/Публикации | 2022 / 3 |
Бизнес сектор | Другие |
Слоган | Quand on fait les choses bien, autant bien les communiquer. |
История | Since 2021, advertisers and agencies have undertaken to consult ARPP (copy advice) before broadcasting their national campaigns containing environmental claims. All national advertising that includes a claim within the meaning of the ARPP Sustainable Development Recommendation must be examined before being broadcast, regardless of the broadcast medium used. To promote this commitment, the ARPP launched a campaign designed by its agency Josiane, on the theme of greenwashing: "When you do things well, you might as well communicate them well” |
философия | The idea was to be creative and touch agencies and advertisers in their daily work so they are aware and vigilant, to avoid mistakes. The campaign consists of a series of 5 typographic billboards, emphasizing the weight of words and the importance of their precision. With a tone of voice strong enough to attract their attention, without sounding like a “teaching lesson”. ARPP continues its mission to support communication players, reminding us that no campaign is safe from greenwashing. This is a major issue where good practices in the advertising industry are really needed. |
Результат | A very positive feedback: press and several media talked about the campaign. Agencies and advertisers become more careful and responsible on green claims. A significant increase in copy advice requests concerning green claims and more awareness of the rules. |
Тип медиа | Печать |
Длина | |
Руководитель рекламодателя | Stéphane Martin |
Креативный директор | Jérôme Diez |
PR-стратег | Evelyne Bourdonné |
Directeur conseil | Jérémy Frappat |
Главный оператор | Evan Cohen |
Главный продюсер агентства | Laurent Allias |
Стратегический планировщик | Clara Laffont |
Artistic Director | Lisa Chaput |
Менеджер проекта | Victor Quarello |
Design Intern | sarah douma |
Design Intern | Violette Auger |
Копирайтер | Pierre-Marie Faussurier |