项目经理
at
Blacktool
| 标题 | Pollute |
| 广告公司 | Josiane |
| 广告战役 | Greenwashing in advertising |
| 广告主 | ARPP |
| 品牌 | ARPP |
| 首次发布日期 | 2022 / 3 |
| 行业领域 | 其他 |
| 广告口号 | Quand on fait les choses bien, autant bien les communiquer. |
| 剧情简介 | 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” |
| 哲学 | 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. |
| 结果 | 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. |
| 媒体类别 | 平面 |
| 长度 | |
| 客户主任 | Stéphane Martin |
| 创意总监 | Jérôme Diez |
| PR Strategist | Evelyne Bourdonné |
| Directeur conseil | Jérémy Frappat |
| Chief Operator | Evan Cohen |
| Chief Agency Producer | Laurent Allias |
| 战略企划 | Clara Laffont |
| Artistic Director | Lisa Chaput |
| 项目经理 | Victor Quarello |
| Design Intern | sarah douma |
| Design Intern | Violette Auger |
| 文案 | Pierre-Marie Faussurier |