This Awards Show Aims to Call Out Industry 'Greenwashers'

'Tis the season for awards shows. But this year, climate activist group Clean Creatives wants to bring something different to the stage. Following a year of historic climate-related disasters that cost $145 billion, according to the National Oceanic and Atmospheric Administration, and what was likely thousands of lives, Clean Creatives is hosting an awards show to highlight the results of a report that it published late last year. The F-List, as they dubbed it, connects 90 ad and PR agencies to work that they've done for fossil fuel clients at any point since 2008. Clean Creatives, a campaign by Fossil Free Media, has been on a mission to convince the advertising and PR industries to break up with Big Oil since it launched just after the 2020 presidential election season. With the awards show, the group hopes to bring some humor and playfulness to the conversation. At the same time, it's also illustrating the harmful impact that fossil fuel advertising and greenwashing can have on climate issues. T Brand Studio, The New York Times' custom content studio, is nominated for 'Most Embarrassing Appearance at a Congressional Hearing.' "It's an opportunity to talk about what we find troublesome about fossil fuel advertising in a way that's more approachable, hopefully funnier and really put a couple people on the spot," Duncan Meisel, director of the Clean Creatives campaign, told Adweek. An award no one wants to win Agencies Edelman, GSD&M, T Brand Studio and Locust Street Group are all among the nominees for a slew of tongue-in-cheek awards: Excellence in Cognitive DissonanceExcellence in Science FictionEnvironmental Impact of the YearAchievement in Congressional Hearing AppearancesLifetime Achievement Award for Shortening Lifetimes It should be noted that Austin, Texas-based GSD&M terminated its relationship with trade group American Petroleum Institute in 2019, according to an agency spokesperson, and does not have any current fossil fuel clients. In contrast, PR agency Edelman has stood by its commitment to fossil fuel clients despite growing activist pressure. The nomination for the 'Biggest Environmental Impact' award. "Award shows are usually things that you are looking forward to winning," Meisel said. In that respect, the F-List Awards are "a little bit of a change of pace," he admitted. "We're just trying to bring new light and new ways to look at this issue." The event builds on a series of research-driven stunts that Clean Creatives has been rolling out every few months since it launched. In addition to publishing the F-List report last year, the group also organized open letters from early-career creatives, climate scientists and high-profile influencers and celebrities to put pressure on the agencies working with fossil fuel companies. Edelman 'Still Refusing to Look Up,' Says Climate Scientist Who Inspired 'Don't Look Up' Film Comedian Rollie Williams will host the ceremony. Williams runs a YouTube channel, "Climate Town," that boasts 185,000 subscribers and breaks down climate issues for its viewers. The videos weave together humor, climate policy and current events to create an experience reminiscent of a low-budget, climate-focused Last Week Tonight. Locust Street Group is nominated for the 'Excellence in Science Fiction' award. Other notable participants, who will assist with announcing nominees and winners during the ceremony, include: Bill McKibben, environmental activist and co-founder of 350.org;Solitaire Townsend, co-founder and chief solutionist at the climate-focused ad agency Futerra;Tolmeia Gregory, climate justice activist and digital artist;Chi Thukral, head of content marketing at Yanko Design;Colin Vernon, founder and CEO of climate-focused nonprofit and education hub Slow Factory Labs;Lennox Yearwood Jr., community activist, minister and president and CEO of the Hip Hop Caucus; andDeb Morrison, the Carolyn Silva Chambers Distinguished Professor of Advertising and director of the School of Journalism and Communication’s advertising program at University of Oregon. The F-List Awards will be held virtually on March 2 at 12 p.m. ET. Editor's note: The above story has been updated to reflect GSD&M's current relationship to the American Petroleum Institute. The agency ended its work for API in 2019.

Sustainability News

Activist Group Clean Creatives Launches Awards Show Aimed at Calling Out 'Greenwashers'

Edelman, T Brand Studio and more join the ‘F-list’ of nominees for the event’s various dishonors

Kathryn Lundstrom

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Kathryn Lundstrom