Ciel, Mexico’s bottled water brand had been pro-actively helping environmental causes. They produced a water bottle with 30% plastic as well as created a crowd-funding site that sponsored environmental projects in Mexico. They wanted to take their message one step further to show Mexico they understood the issues and inspire Mexico to embrace sustainability.

Mexicos’ young adults believe they can change the world today, to have a better tomorrow, but when it often takes sustainability projects many years to have effect, their efforts were easy to dismiss and their focus was easily shifted to other projects. We knew they wanted instant gratification along with positive messaging and this provided the foundation of our campaign.

We created ‘Planeta de Ideas’ a 5 part TV series that showed sustainability projects and the impact they would have, 25 years into the future.

The content for the show was born straight from Ciels environmental crowd-funding site, ‘Transformadora’. The site was a place for people to promote their projects and the stories and passion that existed on the site would make compelling content. With the Discovery Network, we showed through dramatization, the people behind each chosen project 25 years into the future.

Social media made the series interactive as people commented on projects and voted on the best ideas. The series generated conversation and new ideas were then put back into the crowd-funding site to start development. 31 new projects in fact are now being co-paid for by Ciel to make Mexico a better place.

We created ‘Planeta de Ideas’ a 5 part TV series that showed sustainability projects and the impact they would have, 25 years into the future.

The content for the show was born straight from Ciels environmental crowd-funding site, ‘Transformadora’. The site was a place for people to promote their sustainability projects and the stories and passion that existed on the site would make compelling content. With the Discovery Network, we showed through dramatization, the people behind each chosen project 25 years into the future.

Through social media, the series was made interactive as people commented on projects and voted on the best ideas. The series generated conversation about the projects, as well as new ideas that could be established. These ideas were then put back into the crowd-funding site to start building on.

The TV and webseries were so successful that we had to do an encore presentation on Televisa which is almost unheard of. Ciel increased the number of people actively participating by 73% with 2,930 people sharing their dreams and projects for a better world.

The fanpage engagement rate was up 153% and Ciel water experienced a sales increase of 10%. Overall, with 29.7 million impressions, we overdelivered on the campaign metrics by 57%.

Most important, 31 of the projects generated by our series are today a reality, transforming Mexico into a better place.