| Brief | We wanted to create a solution that could fulfill a two-fold purpose: To spark a nationwide debate about the implication of the renewable transition if everybody had a NIMBY mindset and simultaneously activate the silent majority that wanted more wind turbines.“The Green Search” became an immersive, integrated campaign that invited all Danes to show their support for wind energy in their local area. On social media, people could voice their support, and on a website, Danes could submit exact locations where they would like to see more wind turbines, while people with a mobile AR filter could experiment with how a wind turbine would look in a specific landscape.The campaign showed the heart of the problem and the complex challenges Denmark and Andel faced in developing sustainable energy. This resulted in the campaign line, “It’s hard to reach a green future if we won’t make space for it.” |
| 剧情简介 | To reach Denmark's 2030 climate goals, the country must reduce carbon emissions by more than 10 million tons. A big part of this solution is to upscale the country's wind energy by installing 16 new wind turbines every month, primarily coastal or on land.However, in 2022, the energy sector in Denmark faced a shocking reality. In the past two years, 82% of all projected wind farms had been stopped due to local protests and a 'Not-In-My-BackYard' mindset (NIMBY): Danes might love the green transition, but when it happens in our own backyard, we get off the train.As Denmark's leading energy provider with a mission to accelerate the green transition, Andel saw a calling to change this.Nationwide we wanted to spark a debate about the implication of the renewable transition of having a NIMBY mindset, creating more support for wind turbines all over the country. |