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marking five successful sustainability campaigns

Sustainability is much more than an environmental issue. It is a revolution on a planetary scale. It influences the way companies operate today and tomorrow.

Committed to the issues of today and tomorrow, Lemon Queen is committed to sustainability. We accompany our clients in their steps towards a more responsible world by offering them turnkey projects. Because we cannot build a world without being aware of its importance, communication has a central role to play. Generating instability, it should also be seen as an opportunity for creativity. New horizons are opening up.

On the occasion of Sustainability Day, Lemon Queen analyzes 5 campaigns that have marked the communication around the topic of sustainability.

“Rethink everything” – Y&R London agency for Lombard Odier

Despite its more than 200-year history, Geneva-based Lombard Odier Bank wanted to revamp its positioning and image in favour of sustainability starting in late 2015. New times, new customs, new messages…. Based on the observation that demographic growth, climate change, social inequalities and the depletion of natural resources require a new approach, the company decided to “rethink everything”. The dichotomy between capitalism and sustainability is being erased, with the objective of rethinking the banking model by promoting sustainable investments.

Two posters were created. The first one presents 4 children in very simple undershirts, giving us a look of spite (to us future potential customers), even of challenges associated with the word “shareholders”. Because we are the future shareholders, but mostly because they are, and we owe them a future.

The second represents the planet earth, which we risk putting off if we do not choose more responsible investments. With this campaign, Lombard Odier is simply inviting us to participate with them in the sustainability revolution.

« Granade, Bomb » – Script agency for the Surfrider Foundation

Already in 2010, the Surfrider Foundation was warning about the rising sea level. With this very pure campaign they propose a clear message: “The sea level is increasing. We are all in danger”. And this danger is clearly represented by a grenade and by a frozen water bomb melting like the sea ice. A shocking campaign which, as in a war situation, calls us to react to fight and combat global warming.

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s is unfortunately not a new fact but we are now living the 6th mass extinction. Beyond global warming, animal trafficking is also responsible. Hunted for their fur, their scales, their company, some species are disappearing under our eyes. It is in this context that the United Nations campaign was conceived. Each poster represents an animal in distress that is illegally transported out of its country. To support the observation, the image of boarding a plane is taken with situations known to all: the child who cries throughout the journey, the need sometimes to have a blanket. The images are taken and diverted with a clear message: unfortunately, “not all animals migrate by choice”.

«Our future is here» – Josiane agency for INRAE

• PLANET CEPHEI AB PROBABILITY OF RAISING COWS 0.0000000029% OUR FUTURE IS ON EARTH

• PROBABILITY OF GROWING WHEAT 0,000000001% OUR FUTURE IS ON EARTH

INRAE’s mission is to accompany the indispensable transitions of our century: to reconcile healthy, sustainable and ecological nutrition. While the IPCC is announcing a warming of 2°C by 2050 and theories of departure to Mars or other horizons are multiplying at the rate of investment in space, INRAE makes a statement. It makes us contemplate a series of magnificent exoplanets and the almost zero probability that Human beings could live there. Indeed, the conditions for life are a complex combination, almost miraculous in terms of probabilities. The conclusion is simple: our future is on Earth, so there is no other option than to take care of it.

« Last Call » – Featuring Design agency for the National Park Rescue

In the last 100 years 93% of all elephants have been killed. The rhinoceros population is disappearing, and the lion is the object of important traffic in Africa like many other species. All this without mentioning the wild safaris and poaching. To save the wild animals in Africa we need to act now before the most well-known animals will go extinct. Therefore we need National park rescue to protect them from poachers. It is within this framework that this campaign was thought of. Tagging animals is an act that seems violent to us, but it is the last resort to alert us. The elephant even has a barcode on the ear, because today it is considered a commodity. Shock us to better convey the message: mission accomplished.

The views and opinions in this story are by Lemon Queen, a media communication agency.