Cannes Lions

"This is What the Law Can Do"

APROPOS LONDON LTD, London / CLIENTEARTH / 2021

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Overview

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Overview

Background

ClientEarth is a legal environmental charity achieving seismic, systemic change using the power of the law to tackle the climate emergency. After working behind the scenes for more than 10 years, they needed to become public facing and communicate the organisation's unique and highly effective tools, in order to increase awareness, support and funding. They needed to differentiate themselves from other climate organisations by showing the fastest way to the top: directly influencing government and corporate policies by law. They came to us with the need of creating a modern, relatable brand which reflects their values. We executed a brand strategy, new messaging, a new brand identity, a fundraising brochure, an ad campaign and a brand film called "This Is What The Law Can Do".

Idea

Our concept contextualises climate through a more human and people-centric approach making it more of a social issue than a "nature-only" problem. For the ad campaign we wanted to show the four main pillars ClientEarth works on: a shift from coal use, new policies reducing car pollution in cities, a rethink of international markets and the importance of concerned citizens to be heard and represented on government level. We contextualised these pillars around everyday issues of citizens, rather than the often climate narrative which is around polar bears and far-away tropical forests. Similarly for the brand film, “This Is What The Law Can do” we journeyed through pivotal historical legal Acts, such as voting, civil and equal rights, so viewers were able to witness how the law has been used as a catalyst for change and has promoted positive progress that transgresses generations.

Strategy

Firstly we needed to shift the perception that lawyers are "bad". People are averse to lawyers even if they are climate activist lawyers. But they tend to trust the law. So we needed to highlight the positive impact of the law historically and today.

From the general public, our primary fundraising audience is concerned citizens who have the means to support but are looking for an organisation that can go straight to the top and directly affect policies and regulations. Our campaign also targets the aware but not yet active supporters by showing them how to have a sit at the table and be represented at government level. 

For this audience we chose to take a non-alarmist or sensationalist approach- often used to portray climate change. Instead we needed to show hope, a thoughtful and achievable solution which would empower rather than despair the viewers.

Execution

With a very small budget and already well into the pandemic, we had to execute a campaign and a brand film that carried great emotional gravitas, without the need for original shooting. We also had to find a way to produce it with the least possible carbon footprint. We decided to do both exclusively from archival footage and partnered with a digital royalty-free library. We researched extensively for the right visuals and clips which would be instantly recognisable but also have an elevated art direction. The campaign had 4 visuals (static and animated) and was featured as sponsored content on social media. For the film we used 45 clips and it took 5 months from conception to delivery. It will be shown on the client's website, social media and live events. The reach is scalable due to the content's general interest and current cultural conversation and sociopolitical landscape.

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