ADVERTISING REVOLUTION IN the shades of GREEN
At the turn of October and November last year, Glasgow, Scotland, hosted the 26th annual UN Climate Change Conference, known as COP26. It is traditionally considered one of the world's most important forums for discussion on climate, nature and landscape issues. To mark the occasion, the British media company Sky Media has decided to adjust its broadcasting schedule, including its commercial breaks. The reason was to sufficiently emphasise the course of the forum and the importance of the issues discussed for the TV audience. Viewers had the opportunity to watch the first ever ‘green’commercial break in British television history on Sky Media portfolio stations.
Sky has its own fund called The Sky Zero Footprint Fund to finance various large companies to motivate them to go carbon neutral. It wants to give the supported brands enough media space to present their messages and experience to the general public. The expert jury therefore selected five winning spots, which have been included in a commercial broadcast during COP26.
Video: Sky Media - Net Zero Carbon Ad Break (2021)
Who were the lucky five? The absolute winner of the competition and the headliner of the entire advertising broadcast was the spot of the sanitary products manufacturer Here We Flow. In the spot, the company takes viewers to a dinner party in the style of the famous Victorian era, emphasizing its bio-friendly and natural napkins and tissues. Waste company OLIO has struck a more depressing note - its ad features a children’s choir singing Louis Armstrong’s What A Wonderful World outside one of the UK’s largest landfill sites.
The third - energy company OVO Energy - encourages a quick and effective change of habits, which can consist of simply switching off unnecessary lighting. Pura, which manufactures and sells baby nappies and similar products, has relied on a group of baby speakers who call for a switch to sustainable products that can be beneficial for whole families. Finally, it was Path Financial’s turn to share their experience with ethical investing, which can be up to twenty-one times more profitable than traditional formats for managing funds.
This advertising programme was then included in the broadcast of popular shows. On the face of it, this may be a trivial matter, but it reflects a general change in narrative, not just in the UK. Environmental and sustainability topics are beginning to play a major role in business and those who actively support them in marketing can be rewarded by the public. Or punished - which brings us to the ambiguity of presenting related topics by well-known and popular brands.
addressing THE CLIMATE CRISIS FROM DIFFERENT perspectives
When it comes to TV ads on environmental issues, there are a number of ways to make the result as effective as possible. The most common and popular one is undoubtedly the presentation of how nature works when we do not care about it at all. Such advertisements rely on bleak images of polluted oceans, forest fires or overflowing landfills. In terms of shock value, this is certainly an effective strategy, but on the other hand it is very aggressive and may be over the top for certain audiences.
That is why marketers tend to take the opposite approach, where the emphasis is on the beauty of nature. Their aim is to strike a positive chord with the viewer and make them think that it would be a shame to lose something so special just because of human recklessness. This strategy foregrounds promising projects and literally reports on what may improve if a specific change takes place. Positive motivation trumps negative motivation again. If you have seen any of the episodes of the world-famous Planet Earth series by environmental documentary doyen David Attenborough, you can imagine what we are talking about. Although it is a completely different format, this series is undoubtedly the greatest advertisement for the natural beauty of the world.
Video: Planet Earth – Trailer (2006)
Closely related to this approach is another proven model - sustainable lifestyle manuals. It is quite common to find that an individual wants to live more sustainably but simply does not know how. Advertisements of this type place individual things in a broader context putting global environmental problems on the one side, and individuals’options to combat them on the other. Of course, there should be a direct correlation in this approach - by making a change in my life, I will also contribute to reducing carbon dioxide emissions. And so on. Real change is paved with individual steps, which is why these brands focus mainly on what is realistic for one. These topics mainly include the circular economy or electromobility.
Perhaps the most complicated method is to make your brand an example to follow. Imagine that a well-known and popular brand makes its own climate commitment and builds an entire campaign around it, linking it to its reputation to some extent. These commitments usually include promises to produce less of something or to change their current established operations in some respect. Specifically, these goals are usually elaborated in the so-called ESG strategies, which are now practically a must for every major player on the international market. However, companies - perhaps unknowingly - expose themselves to great risk in this respect.
Brands can only publicly promise what they are actually capable of delivering. This should be clear without any further explanation. If a company brags about something and it is revealed that it does not stick to it at all, the public and current loyal customers will quickly turn against it. In such a situation, it faces a large and serious reputational risk that will require massive crisis marketing for many years to come. But that is not the only catch. The second - and far more complex - is the credibility of linking a particular brand to its announced objectives. If a campaign does not resonate sufficiently with the public and its message is perceived as a product of pure PR and false promises, the brand can have the best intentions and still face the aforementioned reputational risk - or at least ridicule or contempt.
Marketing specialist Peter Field spoke on a similar topic at this year’s Communications Summit in Prague. Based on his own research, he specifically mentioned that strong non-commercial activities pay off for brands in about half of the cases where they have managed to win new customers. For brands not emphasising social issues, the figure was only 30%. In addition, 41% of these brands have built strong market share growth, compared to just 26% of those without non-commercial activities. These findings are further supported by a survey conducted by Hawas which revealed that up to 71% of consumers are tired of empty promises and pretending that companies care about the good of the planet. In contrast, only 36% are satisfied with companies' specific actions and only 34% think brands are transparent in their marketing.
“If you are untrustworthy or even hypocritical, and if your brand’s non-commercial activities are in no way related to your brand’s business, it will not work. If you do not solve this problem, you are just supporting scepticism and cynicism,”Peter Field sums up explicitly the basic marketing problem of society-wide topics in brand identity. Therefore, the following examples of sustainability and environmentally-focused ads are ones that we believe to be sincere based on their authors’profiles and history. In general, these are companies and institutions that either have nature and landscape conservation as their main mission, or sustainability has always been part of their identity. Or, on the contrary, they were born out of the ever-growing climate movement.
Be that as it may, all of them are unquestionable examples of good practice, including their audio visual characteristics...
GREENPEACE – BREATHE IN, BREATHE OUT (2009)
In any list of TV spots focused on the environment and sustainability, there should be at least one mention of the pan-global green movement Greenpeace. In fact, their advertising is rich, highly creative and always has a significant moral and motivational overlay. We are used to seeing all kinds of things in Greenpeace’s advertising - you may recall a 2014 campaign in which the organisation lambasted the producer of LEGO for preaching water while drinking wine. This particular campaign was directed against LEGO’s collaboration with oil giant Shell, and it has to be said that the audiovisual presentation, in which a harmonious winter landscape is awash with sticky black oil from Shell’s wells, excels with an overwhelming wow effect and the necessary moral clout.
But let’s take an advert that is not so confrontational and offensive as an ideal example of Greenpeace’s advertising. The quite old Breathe In, Breathe Out spot achieves perfection through calmness and a sufficiently strong subliminal message. It is part of a campaign that urges people to save the oceans and be responsible. The aim of the authors of the spot was to simulate the human respiratory system - not only visually, but also with an audio track. The viewer is therefore able to watch and listen how the natural scenery comes to life with every breath. Needless to say that up to half of the world’s oxygen reservoir is contained in the oceans.
Video: Greenpeace – LEGO: Everything Is Not Awesome (2014)
Greenpeace may be criticized by many for its perhaps excessive or even hysterical activism in some respects, just as its partnerships and links with dubious organisations in the industrial and agricultural sectors may be questioned. What Greenpeace cannot be denied, however, is its mass mobilisation potential, which gives its marketing the necessary weight and reach. Many smaller environmental organisations can (unfortunately) only dream of such possibilities. But this 2009 campaign is undoubtedly proof that the public can be reached with a serious message in a gentle and non-violent way. Honestly, who is not inspired by this apparent respiratory routine to reflect on the fact that some things should simply not be taken for granted?
Video: Greenpeace – Breathe In, Breathe Out (2009)
WORLD WILDLIFE FUND – WE ARE ALL CONNECTED (2011)
Anyone who wants to contribute to the fight against the climate crisis should first realise a crucial fact - humans are an integral part of the ecosystem that is the entire planet Earth. In this respect, it is not superior to any other life form, even though people may mistakenly think so from time to time. Like all other animals and plants, people have a predetermined role to play, and because of the interconnections, their future is very closely linked to all the other components in the giant wheel of life. This is the cornerstone of a responsible environmental approach. This is what many of WWF’s campaigns repeatedly try to instil in the public mind. But few were as effective as the 2011 campaign.
The key leitmotif of the spot is the mutuality that cannot be omitted. The ad itself stands and falls with both a subtle piano music motif and breathtaking animation. The latter is essentially intended to demonstrate the interconnection of all life forms on the planet. It is essentially a series of curves that first depict the reality of life in the oceans, and gradually move from the sea animals through the multitudes of mammals to man and his everyday life. The individual animations never lose their initial continuity in the minute-long spot. The result is therefore a kind of web of life that will only work as long as all its main points are in place.
The main claim in this presentation is, unsurprisingly, that “we are all connected”. It is a phrase that has been repeatedly used in World Wildlife Fund videos and campaigns for many years. Yet in this case, the institution has gone one step further. This is not to criticize other spots it has produced - but this one really is a visual manifestation of this core idea par excellence. Without exaggeration, the result can be described as an audiovisual symphony, which accurately reflects the diversity and uniqueness of all life on planet Earth.
Video: WWF – Threads: We Are All Connected (2011)
UNILEVER – THE FUTURE BEGINS NOW (2013)
The vast majority of global brands rely on hard statistical data in their campaigns for greater sustainability. There is nothing wrong with this approach - the climate crisis is a serious global issue and the public should be familiar with the current situation and the risks that lie ahead if we do not change our collective approach to the planet. But there is always one big problem with statistics - they show a rather bleak picture of the future, leaving little room for hope and belief that a determined effort can make a difference. Moreover, too many figures can be challenging for lay viewers, especially if they do not have the necessary detailed insight into environmental science. The bottom line is that a purely statistical approach simply lacks emotions.
UK multinational Unilever, which specialises in food, hygiene, personal care and household products, has therefore taken a different approach. It borrowed the idea that the impact of the climate crisis is potentially being felt hardest by the youngest generations, who are also the ones having the best position to steer the current trajectory in a slightly different direction. The protagonists of the 2013 spot are children with big dreams and even bigger determination. In the ad, they talk about what they imagine by terms such as “healthy lifestyle” and they also put on display plans to do things differently in life than today’s adults. Unilever is thus giving evidence that not all is lost, as the rising generation is thinking quite differently from people of working age.
This TV spot is part of a wider campaign by Unilever to promote its Sustainable Living Plan. Its main message is that it is wise not to underestimate the importance of small steps, because they have the biggest impact in the aggregate. If a whole generation thinks this way, the desired change will come sooner or later. And Unilever believes it will happen sooner rather than later. It should be mentioned that Unilever is a major player in promoting sustainability. The company has repeatedly made revolutionary achievements and is one of the most transparent and trusted in the market. Whether it is a 36% reduction in carbon dioxide emissions in production or a move to completely carbon neutral management, Unilever is known for achieving its ambitions.
Video: Unilever – The Future Begins Now (2013)
IKEA – CLIMATE ACTION STARTS AT HOME (2019)
When it comes to making a lifestyle change to include more elements of sustainability, the most common problem most people run into is the fact that they simply do not know where to start. As we have not been guided towards sustainability for generations, such a change entails abandoning a lot of habits and adopting brand-new ones. There is a natural question how to kick-start the process. And the most common answer might be that you have to start in your own home. Fortunately, there is one reliable certainty on the market that has sustainability and an environmentally friendly approach encoded in its corporate philosophy. We are talking about Scandinavian furniture giant IKEA.
The Swedish company is a favourite destination for all home renovators around the world. Therefore, there is no surprise that in homes on different continents you will discover pieces of typical furniture that bear this brand. At the same time, IKEA has always been a driver of technological advancement and numerous innovations, so it is no surprise that it has its own recipe for saving the planet. This particular TV spot from 2019 is in fact a showcase of all the different sustainable solutions you can find in IKEA’s offering and how it will help you make the transition to a climate-friendly home. Energy saving, circular economy, generating electricity from the sun, switching to meat-free plant-based alternatives - IKEA has it all covered and will help anyone who wants to live more sustainably but has no idea how yet.
It should be noted that this spot is far from being the company’s only sustainability effort. There are a number of other actions that take the form of a user manual - something that the logic of IKEA as an “adult kit”has always been associated with. Even sustainable living can be innovative, creative and fun in its own way. That is why IKEA should be the number one destination for anyone who wants to change their lifestyle radically.
Video: IKEA – Climate Action Starts At Home (2019)
WILD – THE SUSTAINABLE NATURAL DEODORANT THAT WORKS! (2021)
It is obvious that the fight against the climate crisis and the protection of nature and the landscape are extremely serious issues. But that does not necessarily mean that every advertisement that deals with them will make you hide under the covers with an insurmountable depression. Messages calling for sustainable living and consumption can also be presented in a light-hearted way with a touch of humour. Where else could we find such an ideal example than in the bastion of dry humour - the UK? A relatively young brand of natural deodorants called Wild managed to do just that last year.
Wild has a range of fragrances in its portfolio that are not only inspired by nature, but are also directly based on natural resources. This goes hand-in-hand with the company’s philosophy that any fragrance one applies to themselves should be natural and, true to the brand’s name, wild. At the same time, the company recognises that the fight against the climate crisis must not be a sectarian issue for experts and ardent conservationists. A real change can only happen if the majority of the public can be won for it. And even a purely natural deodorant could be the key.
The brisk advertisement tells you everything you need to know about Wild’s philosophy and offering in one quick walk in the woods. Of course, the spot also includes the aforementioned social appeal, as the protagonist meets representatives of all age and social groups that might be attracted to the unique deodorants. These include the passionate conservation activists, as well as active seniors and curious teenagers. With even Gary the parrot showing an interest in Wild deodorants, this is truly a brand that should not escape your attention.
Video: Wild - The Sustainable Natural Deodorant That Works! (2021)
PANGAIA - WHAT ON EARTH IS PANGAIA? (2022)
What if we actually perceive our role in the lifecycle differently than we should? There was enough of man’s dominance as master of the world - the key to a promising future lies instead in a dynamic partnership between man and nature. One in which nature is the most perfect inventor, while man is the best partner, gifted with creativity. This is the message that PANGAIA, a company specialising in the production and sale of eco-friendly clothing, is trying to convey to the public. At the heart of this approach is the strict use of materials that have a positive impact on planet Earth.
The issue of sustainable clothing has been much debated in recent years. PANGAIA is a trendsetter in this segment and a carrier of the belief that every individual can contribute to the quality of life on Earth. It is a pity that the brand is not widely known. Its spot from this year aims to remedy that shortcoming. The TV presentation is full of colours, emphasising the fact that we can practically and tastefully replace every animal material with a plant-based alternative. Plants can be turned into coats, grapes can be turned into high-quality leather... The possibilities are endless, even if it may seem unrealistic at first.
PANGAIA believes that the benefit to mankind is not necessarily something that must come at the expense of nature and vice versa. The company’s clip emphasises that our actions today will affect our future for at least the next 100 years, thus encouraging greater personal responsibility. Visually, the ad is a quick sequence of images of nature, for which a suitable musical background is chosen. This is the song Ad Gloriam by Le Orme, which was considered the unofficial anthem of the world psychedelic music scene in the 1960s. It is proof that some things are just timeless. And that is exactly what applies to all efforts in the fight against the climate crisis.
Video: PANGAIA - What on Earth Is PANGAIA? (2022)
In general, the appeal to sustainability and environmentalism is a double-edged weapon in marketing that can easily backfire on companies. If you publicly claim particular values, you should do everything you can to make sure that reality matches the words. This is doubly true in the environmental field, as you not only stake your reputation, but also your hope for a more promising future. The examples of TV spots described above are beyond reproach in this respect. If more of them are produced, we may indeed be heading for a brighter tomorrow.
