From : Paris, by Fred &Farid Group
French organic food retailer, to raise awareness about its earth friendly ethics and philosophies, produced an integrated campaign with minimum elements that produced carbon. The pictures were taken using a pin-hole camera, developed on film by hand, top lines and logos painted using vegetable inks and even the minimally designed website was created in an eco-friendly way. It claims to have generated over 30 million impressions after consuming just 5.9 tons of C02.
Why we like ?
To cut through all the evil vibe that Maggi’s parent company has garnered over the past fortnight, here’s a story of a firm that’s as passionate about being eco-friendly as Nestle is about profiteering. Biocoop, France’s oldest organic food network specializes in the distribution of fair trade, organically produced foods and cosmetics.
Like in India, organic food costs more in Europe, is probably even more out of the reach of the middle class but has more takers per million because, you know, it’s the fine French consumers we’re talking of. The other thing going for organic food, apart from its health benefits is the emotional appeal to potential users to think green, be responsible.
Now to propagate an ethical/fair/green philosophy is one thing (look up any campaign that promises to donate x per cent to charity or holds events, with their logos up and shining), but to practise what you propagate is quite another. Having done this with compulsive, mind-boggling discipline and detail, Biocoop has just taken its brand image to another level. This long, cumbersome outdoor print campaign features inspiring deeds that not only make the customer aware, but also point out at how the ad industry contributes to global warming ‘while’ trying to give out messages of eco-friendliness. Check out the process –developing pictures with systematically recycled products, the crew cycling to work, consuming local organic food, printing pictures 25 per cent smaller, even making a 3MB light website to explain the campaign.
Moreover, the makers went to crazier levels - generating electricity for their computer using a bicycle and hosting the website on a green server.
The results were millions of social media impressions, but more importantly, a point proved, with painstaking efforts, that ad campaigns can be eco-friendly too, and that Biocoop can go to any extent to produce an excellent, low-carbon creation. Time our brands, especially the ones propagating healthy living, invest brain cells and monies in practicing what they preach. Further reading? Look up ad films of the cosmetic brands Burt’s Bees.
(To watch the film, feed this link into your browser:bit.ly/Biocoop)
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