An organic food retailer recently launched an ad campaign as fresh as its wares.
It was into a high-tech, CGI-ed world that French company Biocoop loosed its carefully crafted lo-fi marketing efforts. The brand’s top priority is environmental responsibility and executives wanted messaging to embody this concept, charging Paris ad agency Fred & Farid with the challenge.
The entire production left the smallest of carbon footprints. The team:
- Shot prints with a pinhole camera
- Wrote taglines in vegetable paint, untouched by Photoshop
- Printed ads at 25 percent the usual size, which later gained a second life as bags
- Constructed a computer in a crate
- Recorded music in one take
- Designed the website almost entirely in ASCII text
To announce the campaign, employees took to Twitter. But they didn’t even create new tweets; instead, they used “recycled” tweets by retweeting other messages in a new order.
“La Campagne Éco-Responsable” is a terrific study in a brand aligning its messaging and practices. How does your marketing stack up?
