Creative Gallery on Sustainability Communications

 

 
"Think about what it consumes before buying " For The Belgian federal climate change section, in collaboration with the product policy section - DG Environment - Federal Public Service Health, Food Chain Safety and Environment.
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Description / Synopsis

Humoristic images of oversized appliances or radio spots draw attention to a website which allows to calculate the energy consumption of actual appliances. This should permits to avoid new appliances with high energy consumption

Context

Important CO2 emissions reductions must be achieved in order to fulfil the Kyoto Protocol requirements. Households are important energy consumers and they can easily reduce their energy consumption by 30% by being more informed about the products they use. We hope that we can convince consumers to make the right choice by demonstrating to them the financial and environmental impact of their purchase decisions and offering them a very practical calculator.

Philosophy/Solution

The campaign promotes rational energy consumption at home and offers a concrete tool (a website) which explains how to use existing appliances in a better way or how to select new low energy appliances. Consumers can choose appliances such as household electronics, lighting, cars and windows according to their personal preferences on the website. The database contains all available Belgian products and the subsequent annual or long term costs, CO2 emissions and payback times for each product. Financial incentives and regional differences such as weather conditions are also taken into account.

Results

The campaign has been launched in December 2006. The first year, 4 images have been printed in magazines, and radio spots have been launched. More than 200.000 visits have been counted on the website during that first year.

Title"Think about what it consumes before buying "
Original Title"Ne laisse pas rentrer des énergivores chez vous (French) or Haal geen energievreters in huis (Dutch)"
URLwww.energivores.be and www.energievreters.be
AgencyLeo Burnett
CityBrussels
AdvertiserThe Belgian federal climate change section, in collaboration with the product policy section - DG Environment - Federal Public Service Health, Food Chain Safety and Environment.
Sustainability Themes Consumption Patterns, Energy, Education & Awareness
Date of First Publication 01/01/2006
Country of ProductionBelgium
LanguageFrench, English, Dutch,
TypePrint
TaglineThink about what it consumes before buying
Awards -UNDPI, 2007 (winner for both languages)
-New York Advertising Festival, 2007 (bronze) for Environmental Issues
-MPA Award, 2007 (winner)
-PAMPA Award, 2007 (winner for both languages)
   
Account Director: Jean-paul  Lefèbvre ,  Michel De lauw
Account Executive: Rodolphe  Coonen ,  Lise  Gausset
Creative Team: Alex  Gabriëls ,  Wim  Corremans
Photographer: Frieke  Janssens