Title | Pollute |
Agency | Josiane |
Campaign | Greenwashing in advertising |
Advertiser | ARPP |
Brand | ARPP |
Date of First Broadcast/Publication | 2022 / 3 |
Business Sector | Others |
Tagline | Quand on fait les choses bien, autant bien les communiquer. |
Story | 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” |
Philosophy | 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. |
Result | 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. |
Media Type | Digital Billboard/Poster |
Length | |
Advertiser's Supervisor | Stéphane Martin |
Creative Director | Jérôme Diez |
PR Strategist | Evelyne Bourdonné |
Directeur conseil | Jérémy Frappat |
Chief Operator | Evan Cohen |
Chief Agency Producer | Laurent Allias |
Strategic Planner | Clara Laffont |
Artistic Director | Lisa Chaput |
Project Manager | Victor Quarello |
Design Intern | sarah douma |
Design Intern | Violette Auger |
Copywriter | Pierre-Marie Faussurier |