Purpose Awards EMEA 2021: Brand Led - Best Public Awareness Cause Campaign

WINNER: The Climate Store by Prime Weber Shandwick for Felix.

Purpose Awards EMEA 2021: Brand Led - Best Public Awareness Cause Campaign

Swedish food brand Felix wanted to raise awareness of its commitment to fighting climate change among its customer base. It had developed climate-friendly, vegetarian ready meals, and adopted a range of climate-supporting measures, such as adding 'Low Climate Impact' labels to relevant products, yet this was not resonating strongly enough with its customers.

Research among Swedish consumers revealed that they wanted to make climate-friendly
food choices, but that they needed detail on a product's environmental impact to do so; this
was precisely the element in short supply in stores. To tackle this, Felix staged an ambitious
activation in the centre of Stockholm's retail district, to help customers understand the 'real'
cost of the food that they eat.

The Climate Store was the world's first grocery shop in which the 'price' of food was
based on its carbon footprint. Customers could visit the pop-up minimart, assess the climate
impact of different produce and 'pay' at the till using a carbon dioxide equivalent currency
that had been specially printed.

Everything in the store was priced only in CO2e and each customer was given a shopping
limit of 18.9 kg CO2e – the maximum personal weekly consumption to meet the goals of the
2030 Paris Agreement. Covid restrictions at the time of opening meant shopper numbers
had to be restricted, but Felix used this to its advantage, supporting every customer with
their own personal shopper, to discuss the challenges of climate-conscious shopping.

The Climate Store prompted a conversation on social media, with comments from shoppers,
influencers and the media extending the chatter well beyond Sweden. Customers made
repeat visits and there was a growth in sales of climate-label vegetarian products.


Highly Commended

Birds Will be Back by Havas Turkey for Reckitt Benckiser / Finish

Dishwasher detergent Finish wanted to draw awareness to the fact that Turkey is becoming
a water-poor country. It revived Kuyucuk Lake, a waterless lake, with a simple stunt. When a
lake dries up, birds disappear. Finish's campaign involved playing the sound of 233 different
species singing together, enabling Kuyucuk's villagers to wake up to the sound of birds
singing. The project lasted 24 hours, but its momentum spread far and wide and saved
Kuyucuk Lake, with governments and NGOs working together to make this happen.
Specialized drilling work was carried out in the area, bringing in water that brought the lake
back to life.



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