During the year when the number of natural disasters happening across the planet increased alarmingly, a terrible heatwave swept through Spain, along with a prolonged drought that meant the high temperatures persisted well into the autumn.

On a stifling night in October, (with a high of 32ºC) the environmental organisation Ecoembes was able to bring the world premiere of ‘An Inconvenient Sequel’ to Madrid. This powerful documentary warns of the dire consequences that will impact us all if we do not take the necessary measures to mitigate climate change.

At Ecoembes we seized the opportunity to turn the event into an awareness-raising action.

Making the most of the ‘An Inconvenient Sequel’ documentary premiere in Madrid’s Gran Vía, we decided to exchange tickets for recycled packaging. Anybody could go to the premiere in return for the simple gesture of recycling packaging. Recycle and go to the cinema.

We launched the action through owned and social media just one day before the big event, and within hours the action had made the news.

We placed a recycling collection container in the entrance to the cinema, and just a few minutes after doors opened we had to hang up the “Sold Out” sign...

We managed to turn the premiere into an awareness initiative and massively exceded our expectations. Millions of people in Spain heard about it on leading TV channels, radio stations and in the press.

The massive reaction on social media told us that we had got the message through about the need to work together in order to stop climate change.

- 1,800 cinema entrance tickets were handed out

- 275 news items were generated

We set up a one-off event aimed at anyone who was prepared to help improve the environment and fight climate change. Through ECOEMBES, we invited journalists, influencers and brand ambassadors so that the message would get out to a greater number of people.

Based on the worldwide premiere of the recent sequel to the Oscar-winning documentary An Inconvenient Truth, the environmental organisation ECOEMBES is working with An Inconvenient Sequel to fight climate change and improve the environment.

The natural connection between ECOEMBES and the premiere stems from its relationship with the Breathe campaign. The latter has a very clear message: Recycling = Less C02 / Less pollution.

The goal was to turn this worldwide premiere into a different way to raise citizens’ awareness about the need to halt the terrible consequences of climate change: “Recycle and off to the movies”