Managing Director
at
Autorité de Régulation Professionnelle de la Publicité (ARPP)
Paris Area, France, Francia
| Titolo | Pollute |
| Agenzia | Josiane |
| Campagna | Greenwashing in advertising |
| Cliente | ARPP |
| Marca | ARPP |
| Data di Prima Diffusione/Publicazione | 2022 / 3 |
| Settore | Varie |
| Slogan | Quand on fait les choses bien, autant bien les communiquer. |
| Trama | 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” |
| Filosofia | 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. |
| Risultato | 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. |
| Tipo di Media | Digital Billboard/Poster |
| Lunghezza | |
| 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 |