We announced the campaign on Twitter… without writing a single tweet. We retweeted preexisting tweets in a specific order to create our own story.

We took advantage of our thousands of new followers to share on Twitter the eco-friendly films, prints and URL of our microsite.

Made entirely of text characters and ASCII art to replace all heavy data, the website weighs 3Mbs, 4 times less than if it had been normally developed. Coded on a refurbished computer, it is hosted on a server powered by renewable energies. On every touchpoints, everything was made to be as eco-friendly as possible.

The campaign was an incredible success nationwide. Major French TV channels, influential blogs and newspapers but also niche ecological medias saluted the effort.

The results:

• 7,312 total tweets by 5,733 users

• 10,421,251 impressions

• 98 % positives mentions

• + 156 000 visits on Twitter profile

• + 2300 followers

• 1455 tweets including the word « genius »

• 170 200 Youtube views (& counting)

But more importantly, the campaign made everyone realize that, by drawing on human energy rather than natural resources, it only takes willpower to be more eco-friendly.

Biocoop is the first retailer of organic food in France. It has been founded by farmers and consumers truly committed to a greener and more responsible planet. Biocoop asked us to raise awareness about their uncompromising ethics and philosophy.

Advertising in itself is a sensible point within the Biocoop network, Marketing being at the opposite of what the brand stands for. Thus the challenge: create an impactful campaign while staying true to their DNA and proving their eco-friendly spirit.

The idea was to produce the first eco-friendly integrated campaign. We had to rethink every single production detail and find green innovative ways to address every touchpoints.