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‘Good’ Campaign of the Week: Biocoop

Good Campaign of the Week is a regular feature that, like our prestigious D&AD White Pencil, celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good. 

Biocoop Eco-friendly Campaign

Biocoop's Social Good Marketing Campaign

A new campaign has launched that’s so self-referential it threatens to swallow itself. Paris-based agency Fred & Farid’s campaign for Biocoop supermarket is all about the production of the campaign itself.

France’s Biocoop are the country’s first organic food retailer. In their 25th year, they wanted a campaign that embodied their ecological credentials raising awareness of their philosophy, so they asked Fred & Farid to produce an ad in a way that had the smallest possible environmental footprint.

Naturally that meant that plane transportation, actors, and post-production were banned from the shoot, but they didn't stop there. The details in this campaign are what really delights: the outdoor posters shot using a pinhole camera, illustrated using vegetable ink, and then converted into shopping bags after use. The website uses only the lightest graphical form and font, making it 4x lighter than a traditional site – and taking recycling to its extreme, even the campaign’s social launch consisted of retweets from other people.

Watch Biocoop's Eco Friendly Campaign Here

It’s a charming campaign video (voiced by a Biocoop employee), helped by the rustic feel of the creative execution itself. For those of us in the industry it draws (uncomfortable) attention to the environmental impact of the day-to-day business of advertising and marketing.

It’s unlikely to be the last we hear from this sector, as only last year Marcel Worldwide launched the hugely successful "Inglorious Fruits & Vegetables" campaign for Intermarche. Now it seems like an eco-friendly battle is happening across the French supermarket sector – over to you, Carrefour.

D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.

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