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The most sustainable ad campaigns of the 21st century | #SustainabilityMonth

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In recent years, there’s been a growing emphasis on sustainability in many advertising campaigns as brands and agencies alike discover the financial and ethical virtues of “going green”. As consumers become increasingly aware of the impact of their purchasing decisions on the environment, companies are striving harder than ever to promote their sustainability efforts through creative and engaging advertising campaigns.

Indeed, never has there been such a clamour around achieving B Corp status without coming across as a greenwashed husk of a company. It’s a difficult line to tread but many have already done so with relative ease. Here, I’ll be looking at 10 campaigns that got it right and found a perfect balance between pushing their products and pushing a sustainable agenda.

Nike’s Reuse-A-Shoe Campaign

This now legendary campaign aimed to reduce waste by recycling old sneakers and turning them into sports surfaces such as basketball courts, running tracks, and playgrounds. The campaign was launched in 1993 (so technically last century, but only just) and has since recycled over 30 million pairs of sneakers. The campaign not only helped reduce waste but also created a positive image for the brand, which has been associated with sustainability ever since.

Hyundai's Your Turn Elon Campaign

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Hyundai's "Your Turn, Elon" ad campaign was a bold move to challenge Tesla's dominance in the electric vehicle market. The campaign featured a series of humorous ads that poked fun at Tesla's CEO, Elon Musk, while highlighting Hyundai's own electric vehicle offerings. The ads showcased Hyundai's commitment to innovation and sustainability, positioning the brand as a serious contender in the EV space. By directly challenging Musk and Tesla, Hyundai aimed to establish itself as a leader in the electric car market, and the campaign generated significant buzz and attention from consumers and the media alike.

Chipotle’s Cultivate Campaign

Chipotle’s Cultivate Campaign, launched in 2011, aimed to promote sustainable agriculture and educate consumers about where their food comes from. The campaign featured a series of short films that highlighted the importance of sustainable farming practices and the impact of industrial agriculture on the environment. The campaign also included a mobile game that allowed players to learn about sustainable farming while earning rewards. 

Patagonia’s Don’t Buy This Jacket Campaign

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In 2011, Patagonia launched the Don’t Buy This Jacket Campaign, which aimed to discourage consumers from buying unnecessary items and promote sustainable consumption. The campaign featured an ad in The New York Times that read “Don’t Buy This Jacket” and encouraged consumers to think twice before making a purchase. The campaign was a bold move by the outdoor clothing brand, but it paid off, as it helped create a buzz around the brand’s commitment to sustainability.

Ikea’s Sustainable Living Campaign

Ikea’s Sustainable Living Campaign aimed to promote sustainable living and encourage consumers to make small changes in their daily lives to reduce their environmental impact. The campaign featured a series of ads that showcased sustainable products and highlighted the importance of energy-efficient lighting, recycling, and other eco-friendly practices. The campaign also included a website with tips on how to live sustainably, as well as a quiz that allowed consumers to calculate their carbon footprint. 

The Pokémon Go - Earth Day Clean-Up Campaign

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This was a unique initiative that aimed to encourage players of the popular mobile game to get involved in environmental conservation efforts. The campaign, launched by Niantic, the developers of Pokémon Go, in partnership with various environmental organizations, invited players to participate in clean-up events in their local communities. Players who participated in the events received in-game rewards and badges, and the campaign was promoted through in-game notifications and social media. The campaign was successful in raising awareness about environmental issues and promoting community involvement in environmental conservation efforts. It demonstrated the potential for mobile games and technology to drive positive social impact and encourage responsible behavior among users.

Adidas’ Parley for the Oceans Campaign

Adidas’ Parley for the Oceans Campaign aimed to raise awareness about ocean pollution and promote sustainable materials. The campaign featured a limited edition line of sneakers made from recycled ocean plastic, with a portion of the proceeds going towards the Parley Ocean Plastic Program. The campaign also included a short film that highlighted the impact of ocean pollution and showcased the sustainable production process of the shoes. 

H&M’s Conscious Collection Campaign

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H&M’s Conscious Collection Campaign aimed to promote sustainable fashion and reduce the environmental impact of the fashion industry. The campaign featured a line of clothing made from sustainable materials such as organic cotton and recycled polyester, with a focus on timeless styles that could be worn for years. The campaign also included a short film that showcased the sustainable production process of the clothes and highlighted the importance of sustainable fashion. 

Coca-Cola’s Recycle Love Campaign

Coca-Cola’s Recycle Love Campaign by Ogilvy aimed to promote recycling and reduce waste. The campaign featured a series of ads created completely from recycled materials that showcased the importance of recycling and encouraged people to recycle their Coca-Cola bottles by exploring the story of two bottles that fall in love over and over again after being recycled. The campaign also included a website that allowed users to calculate the number of plastic bottles saved by recycling and provided information about recycling programs in their area. 

Levi's Buy Better, Wear Longer Campaign

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This campaign was launched with the aim of promoting sustainability and responsible consumption in the fashion industry. The campaign highlighted Levi's commitment to sustainability, and encouraged consumers to make more mindful and informed purchasing decisions by choosing high-quality, durable clothing that would last longer. The campaign featured a series of ads that emphasized the longevity and durability of Levi's products, positioning them as a more sustainable and responsible choice for consumers. The campaign also encouraged consumers to take care of their clothing and recycle old clothes, further promoting sustainable consumption practices.

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Image by Germaine Walker Agency

These campaigns all showcase how sustainability can be integrated into marketing campaigns in creative, engaging and (most importantly, perhaps) organic ways. They set an important precedent on how brands can use their influence to promote sustainable practices and raise awareness about environmental issues.

Let’s hope they inspire other companies to follow suit and integrate sustainability into their marketing strategies and we start to see even more innovative and authentic sustainability campaigns in the near future.

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