Category
first-en
Tags
Activation, CSR, Outdoor, Social Media campaign

ACCIONA 0+0=-1


ACCIONA

To celebrate World Environment Day, we launched one of the first advertising campaigns to absorb CO2 from the atmosphere. And it continues to do so.
We proposed to ACCIONA celebrating the day with an innovative formula that highlighted one of the brand’s symbols, which is present in the streets of many of our cities: ACCIONA’s motorbike-sharing service. For one week, journeys on their electric motorbikes that do not emit CO2 (first 0) and are recharged with renewable energies (second 0) reflected in planted trees that absorb this gas (the -1 of the final result).

The action allowed users to get involved and thus contribute to the solution without disrupting their daily lives much.
To publicise it, we launched a campaign that started with a spot featuring Javier Santaolalla and was extended to OOH, social networks and a website in which the action could be followed in real time.
The result, beyond the incredible figures in terms of coverage and impact, was the more than 500 trees that were planted and that continue to absorb CO2 today.

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