Facing the threat of climate change, it may be tempting to imagine a better life in a distant galaxy. That is why one French organization wants to bring people back down to earth and renew the fight for our home planet.
INRAE, France’s National Research Institute for Agriculture, Food and Environment that launched in 2020, is running a campaign that reveals the true likelihood of human life surviving on planets outside the solar system.
A film and series of posters break down the probability of essential food items growing or being found on exoplanets. And the statistics are bleak: the probability of finding water on one planet is 0.0000000043%, while the probability of growing wheat is only 0.000000001%.
The ads remind people of the urgent need to improve planet Earth and help the environment. It also raises awareness of INRAE’s work to solve food and agriculture issues.
French agency Josiane created the campaign, which is running online.
“As we destroy our planet, we all dream of a better world in a distant galaxy. Science fiction and the electric car industry have turned it into a lucrative business,” Jérôme Diez, creative director of Josiane, said in a statement. “With this campaign, we are breaking the lure of a saving exoplanet to encourage focus on the one planet that truly promises us a future, our own.”
Credits:
Advertiser: INRAE (National Research Institute for Agriculture, Food and the Environment)
Agency: Josiane
Agency Manager: Laurent Allias
Advertiser Manager: Caroline Thomas
Strategic Planner: Clara Laffont
Creative Director: Jérôme Diez
Art Director: Lisa Chaput
Copywriter: Jérôme Diez
Creative Intern: Mattis Poret
Client Director: Jérémy Frappat
Intern Project Manager: Elorri Garcia Sanchez
Production Company: Black Motion
Producers: Jonathan Aboucaya, Dan Aboucaya, Bastian Feydeau, Clément Lerousseau
