| Brief | On the 14th of June, Swedish burger chain MAX became one of the first companies in the world that are Climate Positive (measured by Greenhouse Gas Protocol standard ISO 14021). This means that they are not just climate neutral, they bind 10% more CO2 emissions than they emit. MAX is known to champion a sustainable food model, but exactly what they are doing to be Climate Positive can be hard to grasp.Our task was to find a way to simply explain, generate interest and inspire others with the fact that MAX Burgers are now Climate Positive.The popular site Everysecond.io features data visualisations of multinational corporations like Spotify, Apple and McDonald’s, highlighting a world of massive consumption. MAX as a company is very conscious about the planet, so we saw this as a perfect opportunity. To compare ourselves with McDonald’s we used MAX’s own similar data, turned it into something positive and managed to also get on everysecond.io to show how today’s consumption actually can contribute to a better climate if you choose to go to MAX instead.By creating MAX’s version of Every Second we made it easy for consumers to compare the two against each other and of course, showing that we don’t have any clowns in our restaurants.Compare the two at:http://www.everysecond.io/mcdonaldshttp://www.everysecond.io/maxburgers |
