Managing Director
at
Autorité de Régulation Professionnelle de la Publicité (ARPP)
Paris Area, France, Frankreich
| Titel | The others |
| Agentur | Josiane |
| Kampagne | Greenwashing in advertising |
| Werbende | ARPP |
| Marke | ARPP |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2022 / 3 |
| Geschäftsbereich | Andere |
| Slogan | 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” |
| Philosophie | 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. |
| Ergebnis | 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. |
| Medientyp | Presse & Publikationen |
| Länge | |
| Leiter der Werbeabteilung | Stéphane Martin |
| Creative Director | Jérôme Diez |
| PR Strategist | Evelyne Bourdonné |
| Directeur conseil | Jérémy Frappat |
| Chief Operator | Evan Cohen |
| Chief Agency Producer | Laurent Allias |
| Strategieplaner | Clara Laffont |
| Artistic Director | Lisa Chaput |
| Projektmanager | Victor Quarello |
| Design Intern | sarah douma |
| Design Intern | Violette Auger |
| Texter | Pierre-Marie Faussurier |