At the 2022 ROI Festival, DENTSU CREATIVE won a Grand Prix, together with two Silver, two Bronze and four finalists. The low-carbon films “THIS IS VERY GREEN” crafted by DENTSU CREATIVE for Ant Forest won a Grand Prix in TV category.
THIS IS VERY GREEN
Client Brand: Ant Forest
Creative Agency: DENTSU CREATIVE
Grand Prix in TV
Environmental campaigns can feel a little overwhelming, often conveying a sense of imminent crisis. Audiences can understand the implications of environmental issues, but feel powerless and not know where to start. Our China market client Alipay understood this, and wanted to encourage people to establish environmental awareness and easily achieve environmental protection in daily life.
DENTSU CREATIVE partnered with Alipay’s green initiative, Ant Forest, to inspire their customers to live a lower-carbon life with easy-to-implement behaviour shifts. Together we created This is very Green, a series of films for social media featuring a range of animals in the forest. Our forest inhabitants explain how customers can play their part in a greener future, using a combination of humorous metaphor and hard-hitting messaging: an elephant tells us to use fewer disposable straws as it sucks up rainwater with its trunk, and a crab tells us to use fewer disposable chopsticks while flexing its claws.
The original films set out eight ways to adopt a greener lifestyle and were also created using a low-carbon method. We did not require travelling or shooting, which minimised our carbon footprint in production, with overall budget under US$50,000. The engaging campaign put across these important ideas in a memorable, clever way, ensuring the sustainable message was long-lasting for our audience, increasing brand loyalty and reinforcing a commitment to sustainability. Across two weeks, over 1.23 billion were reached with the campaign, and it tallied over 600,000 interactions globally.
“More and more enterprises participated in ROI Awards, actively invested in CSR and integrated the social and environmental impact into the process of enterprise operation and interaction with stakeholders.” Through ROI organizing committee’s research and communications with businesses and marketers, integrated with the development trend of China economy, “common growth” as this year's ROI theme represented the expectations of the whole industry.
Likewise, DENTSU CREATIVE, as a creative force for good and growth, exists to transform brands and businesses through Modern Creativity by delivering ideas that can Shape Society. The creative solutions we deliver will not just raise awareness, but also have a profound impact on communities, society and the world at large. Remaining true to clients’ brands while responding to consumers' increasing preferences for brands with social responsibilties, we are committed to achieving growth from good with businesses and brands and the society.
ABOUT ROI AWARDS
Founded in Shanghai, China in 2008, ROI Awards has become one of the largest business creativity awards in Asia through a 14-year journey. Advocating the use of creativity to help business success and quantifying creativity’s contribution and value from the perspective of management, the English name is hence, ROI Awards.