The best marketing embodies the message it's trying to impart. And in the case of French organic food retailer Biocoop, that means trying to be as environmentally friendly as possible in all of its activities—even producing its ad campaigns.
The brand challenged Fred & Farid to produce ads in a way that had the least impact on the planet. And the Paris agency responded by rethinking almost every element of the production process.
Check out the case study below to see how they minimized the carbon footprint—by shooting photos with a pinhole camera, writing the taglines right on the prints in vegetable paint, recording music in only one take, designing the website almost entirely in ASCII text (totally only 3MB of data) and more.
In the end, the production used up 5.9 tons of carbon dioxide—which sounds like a lot, but is three times less than would have been produced through more traditional means.
They probably shouldn't have produced the case study at all—a purely self-interested piece of communication if ever there was one. But you know, when you do some good for the planet, it's hard not to pat yourself on the back.
Campaign: The Most Eco-Friendly Campaign Ever
Agency: Fred & Farid Paris
Chief Creative Officers: Fred & Farid
Executive Creative Directors: Benjamin Marchal & Olivier Lefebvre
Copywriter: Noé Sato
Art Director: François Claux
Assistant Art Director: Alexandre Jegou
Digital Art Director: Rémy Gendre
Head of Social: Matthieu Bouilhot
Brand supervisor: Patrick Marguerie, Maéva Selami
Account supervisor: Emmanuel Ferry
Account manager: Joy Arfi
TV Producer & Art Buyer: Adélaide Samani
Print Producer: Julia Durey, Olivier Lepaire
Digital Producer: Domitille Doat, Jim Tran, Benjamin Bouzerau-Levy
DOP: Zach Spiger
Photographer: David Ledoux
Typographer: Aleksi Cavaillez
Photo developer: Paul Feton
Media Strategist: Julien Leveque, Lauren Godet
Music: Capitaine Plouf
Production company: Continental Productions