The future of humanity is at stake. The facing of global challenges like climate change demands immediate and global action – from politicians, company leaders but also from each one of us. Fortunately, more and more consumers question the products and services they buy. Purchase decisions are based more and more on the ecological impact of each product and the perceived sustainability behaviour of its manufacturer.
But we will never tire of explaining to our clients every day anew what great opportunities lie in this paradigm shift: Those companies that go ahead in sustainability will gain a huge advantage in company reputation, customer loyalty and opinion leadership in media and public as well as in the political sphere. That’s why we help our clients to build up an authentic narrative on their corporate responsibility in terms of a minimal environmental footprint. And we use all communicative channels to involve our clients’ customers in this common task.
We practice what we preach: Since 2020, the Serviceplan Group Germany is completely climate-neutral but is still working on better and more sustainable solutions for all work areas and international locations.
At the same time, it becomes more and more important for consumers to know the exact ecological footprint associated with the production and transport of each product they purchase while the current label policy in most EU countries is not distinctively helpful for customers. French supermarket chain Auchan changed this for good: With the help of GPS coordinates displayed on as a QR code on many products, buyers can find out the exact place of origin of their foodstuff. This means ultimate transparency and customer security directly on the point of sale.
The climate catastrophe is already happening right on their doorstep. Therefore, LAAX has developed the Last Day Pass – a day that hopefully never comes. The Last Day Pass is a ski-lift ticket that’s valid for the very last day on which skiing will be possible on the Vorab glacier. But for every Last Day Pass sold, the community of LAAX compensates as much CO2 as is necessary to postpone this last day by 10 minutes.
Reto Fry-Bissegger, Environmental Officer LAAX
However, since we normally don’t see this problem with our own eyes, this catastrophe is considered as abstract and far away. To emphasize the dramatic of this danger, we developed the Meltdown Flags. The white colour portion on each of these national flags represents the glacier mass on the respective state territory. But the ongoing reduction of white on the flag also shows the progressive shrinkage of glacier mass in the related country between the years 1955 and 2050 – which also means that some national flags will not contain any white at all in 30 years from now.
Christian Hertel, VP Marketing, METER Group
This endangers not only the unique biodiversity of our planet but also the oxygen supply of our atmosphere. One of the biggest forest destroyers is the global meat industry, as the rainforest is often turned into cattle pastures or soya farms to feed the rapidly growing cattle population. To make this problem visible, we illustrated tasty beef patties in a way that would spoil everybody’s appetite for meat: with a yummy crust of countless scorched trees. Bon appétit.
The unique artworks draw attention to the fact that everyone has a choice. Every day. Climate protection can be that easy. Just by rethinking what we eat.
Fenna Otten, Tropical Forest Advisor with ROBIN WOOD
At the same time, we made the unique water quality of “Thüringer Waldquell” tangible because its purity derives mainly from the very special geological conditions in this region. It’s very distinctive soil layers, mother earth herself, that protect the water from any kind of human-made pollution. With panoramic shots, a view over the treetops or a close-up of the forest inhabitants, we tried to capture the immersive and stunning beauty of this original landscape. We took the great opportunity to show things as they really are, simply because they are great by nature.
the campaign very much or well
after the advertising campaign
the product with their next purchase
We symbolized this irretrievable loss by something surprising: by nothing. To be more precise, we created an irritating empty space between two billboards showing an impressive photography of a highly endangered sea animal. While our eyes automatically try to focus on the spot where a whale or shark should be, there’s just painful emptiness. This artistic installation makes clear to decision makers all over the world that there’s need for immediate action: protected areas for the most threatened species must be established quickly. Fishing must be strictly regulated. And last but certainly not least: Global warming must be stopped to prevent the further extinction of species in the oceans.
Michael Kathe, Creative Director Serviceplan Suisse S.A.
Director Global Client Development & Integration