| Title | Pollute |
| Agency | Josiane |
| Campaign | Greenwashing in advertising |
| Advertiser | ARPP |
| Brand | ARPP |
| Date of First Broadcast/Publication | 2022 / 3 |
| Business Sector | Others |
| Tagline | Quand on fait les choses bien, autant bien les communiquer. |
| Story | Since 2021, advertisers and agencies have undertaken to consult ARPP (copy advice) before broadcasting their national campaigns containing environmental claims. All national advertising that includes a claim within the meaning of the ARPP Sustainable Development Recommendation must be examined before being broadcast, regardless of the broadcast medium used. To promote this commitment, the ARPP launched a campaign designed by its agency Josiane, on the theme of greenwashing: "When you do things well, you might as well communicate them well” |
| Philosophy | The idea was to be creative and touch agencies and advertisers in their daily work so they are aware and vigilant, to avoid mistakes. The campaign consists of a series of 5 typographic billboards, emphasizing the weight of words and the importance of their precision. With a tone of voice strong enough to attract their attention, without sounding like a “teaching lesson”. ARPP continues its mission to support communication players, reminding us that no campaign is safe from greenwashing. This is a major issue where good practices in the advertising industry are really needed. |
| Result | A very positive feedback: press and several media talked about the campaign. Agencies and advertisers become more careful and responsible on green claims. A significant increase in copy advice requests concerning green claims and more awareness of the rules. |
| Media Type | Digital Billboard/Poster |
| Length | |
| Advertiser's Supervisor | Stéphane Martin |
| Creative Director | Jérôme Diez |
| PR Strategist | Evelyne Bourdonné |
| Directeur conseil | Jérémy Frappat |
| Chief Operator | Evan Cohen |
| Chief Agency Producer | Laurent Allias |
| Strategic Planner | Clara Laffont |
| Artistic Director | Lisa Chaput |
| Project Manager | Victor Quarello |
| Design Intern | sarah douma |
| Design Intern | Violette Auger |
| Copywriter | Pierre-Marie Faussurier |
More Work
SEE ALLDon't reduce our elders to our clichés (French)
- BRAND:
- Petits Frères des Pauvres
- AGENCY:
- Josiane
When you're old, you have nothing to talk about (French)
- BRAND:
- Petits Frères des Pauvres
- AGENCY:
- Josiane
When you're old, you have nothing to talk about (French)
- BRAND:
- Petits Frères des Pauvres
- AGENCY:
- Josiane
At 80, if they stay together, it's out of habit (French)
- BRAND:
- Petits Frères des Pauvres
- AGENCY:
- Josiane