We won!
Besides the Ad Net Zero award, we also submitted the End Food Waste Australia campaign to a local award here in Estonia for the TULIMUST competition.
A total of 63 submissions were made across four categories and we took 1st place for the Sustainable Change. Shows you can to effective, benchmark crushing work and save on emissions at the same time!
The core message for “The Great Unwaste” was to prove that a sustainable message and a sustainable execution do not have to be an oxymoron. In Australia, every year 2.5 million tonnes of food is wasted, costing households a combines 19 billion AUD. The campaign was focused on raising awareness around the issue and inspire a change of behaviour to reduce those numbers. The client that ordered the campaign wanted both the core messaging and everything to do with the campaign to be effective and sustainable also and reduce digital waste all the same.
Therefore, the assets were created with Nexd’s ad technology, that allowed to make the assets in no time, reduce ad hosting and serving costs and emissions.
Creatives made were beautiful, interactive and engaging that exceeded the clients expectations. Additionally, the engagement for the creatives crosses the benchmarks by 5-6x while reducing as much CO2 that is attributed to a person taking a return flight between London and New York.
The takeaway from this campaign is that sustainable ad creation and serving, should be a pillar for each digital campaign. The good news being that running a campaign with sustainable principles does not take anything away from the success of a campaign – better results and planet friendly ad serving can go hand in hand.
The jury for the TULIMUST award highlighted the synergy this campaign had – being sustainable in idea, execution and results!
A summary of the work submitted:
“The End Food Waste Australia campaign by Convo, built and served with Nexd’s low-carbon creative platform, proved sustainability and creativity can change behaviour and deliver results. Cutting data by 89% and avoiding 956 kg CO₂, it achieved 52% engagement and 15s dwell time – a cost-neutral, high-impact campaign redefining Ad Net Zero in action.”
It was a great honor for the work made with our platform to be recognized with this prize!
