🌱 As part of our ‘Better Future Showcase’ series, we would like to share ‘The Greenprint’ campaign created by Volkswagen and advertising agency DDB Group Aotearoa NZ. 🌱 The kombi is an iconic vehicle for progressive thinkers, owned by those who believe in a better world. However, it is still a petrol car. So, to help those who love their Kombi and the environment, Volkswagen created ‘The Greenprint’. This is an open-source set of plans that anyone can use to turn their Kombi into an electric vehicle in 20 easy steps. 📖 ♻ Since the release of this campaign, 2,000 Greenprint plans have been downloaded and for every conversion undertaken, an average of 1.7 tonnes of Co2 will be saved per year. Full report here: https://lnkd.in/e3ZjV2WQ This is an award-winning campaign that not only advocates for sustainability, but also gives VW superfans a chance to refresh their fandom for the new age of sustainability. 🌏 Watch the campaign and read more here: https://lnkd.in/eBvN73u7 Credits: Advertising Agency: DDB Aotearoa Client: Volkswagen Country: New Zealand Awards: Cannes Lions. Silver Cannes Lions, D&AD Awards, Wood Pencil / Direct / Innovation #CannesLions #Sustainableadvertising
Ad Net Zero
Advertising Services
London, England 2,955 followers
Helping advertising tackle the climate emergency
About us
Ad Net Zero is the advertising industry’s drive to reduce the carbon impact of developing, producing and running advertising to real net zero.
- Website
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https://adnetzero.com/
External link for Ad Net Zero
- Industry
- Advertising Services
- Company size
- 11-50 employees
- Headquarters
- London, England
- Type
- Nonprofit
Locations
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Primary
16 Berners Street
London, England W1T 3LD, GB
Employees at Ad Net Zero
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Dan Schneider
Sustainability | Advertising | Media | AdTech | Measurement | Privacy
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Rachel Schnorr
Ad Net Zero US | Working for a more sustainable and equitable world | Strategy, Operations & Transformation
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Danielle Willett
Sustainable Advertising | Brand & Creative Strategy | Board Member | Integrated Marketing | Agency Management | Former BBDO | Former Macy's
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Sebastian Munden
CHAIR | SENIOR ADVISER | SPEAKER
Updates
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Happy Friday! Here’s all the latest from Ad Net Zero 📢 We are excited to share that Ad Net Zero Europe joins Effie Awards Europe and will be sponsoring the "Positive Change: Environment" category, which highlights campaigns that inspire sustainable actions. This partnership continues our journey of recognising campaigns that work hard to incorporate sustainability into their practice. With the deadline fast approaching, find out more here and submit your campaign! https://lnkd.in/dxnC67qp 📢 From our supporters: We would like to turn your attention to Meta who have released their 2024 Sustainability Report! It’s great to see decarbonisation efforts being put into practice along with stats to support the positive outcomes. Full report here: https://lnkd.in/dnvpi9_Z Positive sustainability reads: Report: Zero-carbon sources accounted for almost half of global electricity in 2023: https://lnkd.in/drF9EY_b Corporate sustainability is maturing, not disappearing: https://lnkd.in/gGMgkRKW #SustainableAdvertising #EffieAwardsEurope
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🌏 For this week's ‘Better Future Showcase’, we would like to draw your attention to ‘Make Italy Green - The Floating Boat’ campaign that was published in Italy in June 2023. It was created for the brand: E.ON by ad agency: DLV BBDO Italy, to bring visual awareness to the damaging effects of climate change. 🏜 Drought is one of the many consequences of climate change and over the last four years, the level of Lake Garda has dropped by 75 centimetres on average. The campaign set out to highlight this issue by “making the most invisible consequence of climate change visible”. The campaign captured how much the water levels of the lake had dropped by creating a installation of a boat, on 30 May 2023, suspended 75 cm above water level on Lake Garda. ⛵ This was a brilliantly simple campaign that was able to draw widescale attention and really make people think about the effects they have on the environment, which would otherwise go unseen. 🤓 Watch the full campaign here: E.ON: https://lnkd.in/eSmZHiFR Credits Advertising Agency: DLVBBDO, Milan, Italy Client: E.ON Italy Production Company: Bedeschi Film, Milan, Italy Awards: 1 Silver Cannes Lions. 3 Shortlisted Cannes Lions
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📢 It’s Friday! Here’s the latest from Ad Net Zero before we call it a week! 🌱 Elle Chartres, UK Director of Ad Net Zero, presented a Townhall to Alliance of Independent Agencies members. This shared insights into the state of sustainability in the advertising industry, Ad Net Zero’s mission and actionable steps that everyone in the industry can take to upskill themselves to push towards a net zero future. Thanks to Graham Kemp and the AIA team for the opportunity to speak to your members! 📖 A quick read before the weekend on how Reckitt’s marketing academy is ‘raising the floor and the ceiling’: https://lnkd.in/eB5HWcb3 💫 And finally, we now have a glorious explainer video, courtesy of The Mixx and Coffee Design Ltd - have a watch and get in touch if you would like us to support your own sustainability journey: https://lnkd.in/e6Hg_A9h 🌏 Happy weekends all! 🌏
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🌏 This week we would like to highlight IKEA as a brilliant example of a company that is actively pushing sustainability efforts through their innovative campaigns and strategy. IKEA aims to become a circular and climate-positive business by 2030, a goal supported by the steps they've integrated into their business. They’ve started this journey by implementing sustainable products and materials, renewable energy, carbon reduction targets, and offering sustainable food options. ♻ 🌱 Key insights from their 2023 report showed significant progress. A reduction in the total IKEA climate footprint was estimated to be 24.1 million tonnes of CO2 down 12% from 2022 and 22% compared to the baseline year 2016. These results show the power of making sustainable choices and how every step contributes to making a positive difference. 💫 🤓 Full IKEA Sustainability Report for 2023 here: https://lnkd.in/ejkg4snM
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📢We Are AdGreen today announced a new version of their widely used carbon calculator. This latest iteration introduces measurement for new elements of production, to ensure a more complete carbon total which reflects current production methods. Read more about it here.
It's launch day! 🎉 Our brand new carbon calculator is now live and open for registrations, and we are pretty excited about it (can you tell?) Key features include: ✅ Made for the industry: Project breakdown between pre-production, production and post-production to replicate the advertising production ✅ New features: Additional activity items including virtual production, hard drives and cloud storage ✅ Simpler: Activity benchmarks created for wardrobe, catering, waste and more meaning you can work with information you have to hand ✅ Faster: Automatic calculation of connected activities, e.g. accommodation and evening meals meaning you can finish footprints quicker ✅ More robust: Regularly updated carbon factors to ensure reliable data is being provided, and geographic variations for electricity, transport and more Register for your free account, and start to take charge of your production emissions! ➡ https://lnkd.in/dNu_iY2Y ------ Thank you to our board members for all of their support, IPA (Institute of Practitioners in Advertising) Ad Net Zero, Interpublic Group (IPG), MSQ, WPP, Unilever, Publicis Groupe, Advertising Association, Google, ISBA, dentsu, IPA (Institute of Practitioners in Advertising), adam&eveDDB, Advertising Production Resources (aka APR Consulting), Association of Photographers, L'Oréal, Advertising Producers Association (APA), Sky, and Diageo.
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📢 Friday Roundup! Here is everything new from the Ad Net Zero Team... 👏 We hosted our first ever Young Leaders Group and what a brilliant session to kick things off! It was great to see how engaged and motivated so many of you are to ignite change in sustainability. We also hosted our 4th SME Group this week which focused on H2 priorities and dived into insightful questions and feedback from our supporters. Thanks to everyone who joined. ♻Elle Chartres and Sam Woodman PIEMA REnvP presented a townhall to Open Media UK on the practical action required to incorporate sustainability into our everyday practice. ♻Elle delivered a ‘Lunch’n Learn’ townhall at Born Social’s wonderful Shoreditch office. We really enjoyed the inquisitive and practical questions from the Born Social team discussing regulation, education and getting ahead of the curve. 🌏 A special welcome to our newest supporter, Azerion UK we look forward to having you on board with the Ad Net Zero journey. Finally, the Advertising Association has published its inaugural report from their AI Taskforce, on ‘Advertising and AI: application and responsible use’. A must read before the weekend - read here: https://lnkd.in/eivpSPYY #climateaction #advertising #sustainability #ai #communityengagement #climate #environmentalservices #youngleaders #leadersoftomorrow #sme
The Advertising Association
https://adassoc.org.uk
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For this week's better future showcase, we turn our attention to the ‘Windy Retreats’ Campaign created with agency Robert/Boisen & Like-minded, Copenhagen. 💨 Research found that 85% of people who oppose wind turbines in their local area do so because they believe turbines cause too much noise – so Danish energy company Andel invited them to spend two nights in a ‘Windy Retreat’ - a home located next to turbines. Hosts made their homes available, and people could spend two nights living next to wind turbines for free, dispelling myths surrounding wind turbines, and ensuring Andel can continue to deliver on its commitments towards a greener future. 🌱 You can read more on this campaign here: https://lnkd.in/ebn2PYsW Brand: Andel Agency: Robert/Boisen & Like-minded, Copenhagen. #greenerfuture #windyretreats #sustainableadvertising
Campaign of the Week: Andel, Windy Retreats
contagious.com
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For this week’s ‘Better Futures Showcase’ we would like to draw your attention to advertising agencies TBWA\Australia, TBWA\Chiat\Day, Fanclub PR, who created ‘Winnie-the-Pooh: The Deforested Edition,’ the first piece of classic literature updated for environmental reasons. The reimagining of the iconic 1926 children’s book was created by eco-friendly toilet paper brand Who Gives A Crap, using reworked illustrations to show how traditional toilet paper production is thinning forests around the world. The campaign set out to educate both children and adults, by highlighting the catastrophic reality of deforestation, and inspire people to switch to Who Gives A Crap’s 100% recycled bamboo toilet paper. The imagery sheds light on the reality we face, putting the issue of deforestation into the spotlight to help families, and beyond, understand how this impacts our trees and forests. For more information visit: https://lnkd.in/emzefHS2 Credits Brand: Who Gives a Crap Media Agency: Eleven, TBWA\Melbourne, TBWA\Chiat\Day, FanClub Awards: Winner of PRWEEK Global, Shortlisted at Cannes Lions #SustainableAdvertising
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☀️"We have to be more ‘show’ vs. ‘tell’. The more we can show examples of what we mean by this, it's for the betterment of business and sustainability." US Director John Osborn perfectly articulating why Ad Net Zero does what it does. ☀️ Thanks Boston Consulting Group (BCG) for having us at Cannes Lions International Festival of Creativity this year. #climateaction #inspiration #sustainablegrowth #sustainability #canneslions
The 'say-do' gap, where consumers express a desire for sustainable products but don’t vote with their wallets when it comes down to the purchase, is a challenge and one that marketers must overcome. In an insightful interview from Cannes hosted by Georgie Frost, Ad Net Zero US Director John Osborn and Lauren Taylor, Managing Director and Partner at Boston Consulting Group (BCG) and global lead of BCG’s customer-centric sustainability and innovation business, discuss how we’re at a tipping point thanks to case studies and research proving that sustainability and growth can coexist. They emphasize the importance of innovation and customer-centricity in closing this gap faster. Recent research from BCG adding to their Mainstream Green library delves into this topic further, advocating for deep tech innovations to unlock things that serves the variety of needs and performs better, to bridge the gap and overcome barriers to sustainable choices. "[Campaigns] have to be customer-centric. What do people actually want? What do they want to buy, do? What services do they need? And when it's de-averaged by segment then we can figure out the sustainable solution that will actually meet those needs. And then advertising can serve its purpose to influence towards something that is both profitable and purposeful." - Lauren "We have to be more ‘show’ vs. ‘tell’. The more we can show examples of what we mean by this, it's for the betterment of business and sustainability." - John The research also outlines four key principles to help companies eliminate tradeoffs between sustainability and customer needs, enhancing both profitability and environmental outcomes. 👉 Check it out here: https://lnkd.in/gs9b-jPU Melike Yavuz Inonu Jerome Moreau Rodolphe Mouvet John Paschkewitz Andrew Reilly