Title	THE MOST ECO-FRIENDLY CAMPAIGN EVER
Brand	BIOCOOP
Product/Service	ORGANIC PRODUCTS RETAIL
Category	A10. Integrated Campaign led by Content Platform
Entrant Company	FF PARIS, FRANCE
Contributing Company	FF PARIS, FRANCE

Name	Company	Position
Fred/Farid	FF PARIS	Chief Creative Officers
Olivier Lefebvre/Benjamin Marchal	FF PARIS	Executive Creative Directors
Noé Sato	FF PARIS	Copywriter
François Claux	FF PARIS	Art Director
Alexandre Jegou	FF PARIS	Assistant Art Director
Rémy Gendre	FF PARIS	Digital Art Director
Matthieu Bouilhot	FF PARIS	Head of Social
Patrick Marguerie/Maéva Selami	BIOCOOP	Brand supervisor
Emmanuel Ferry	FF PARIS	Account supervisor
Joy Arfi	FF PARIS	Account manager
Adélaide Samani	FF PARIS	TV Producer/Art Buyer
Julia Durey/Olivier Lepaire	FF PARIS	Print Producer
Domitille Doat/Jim Tran/Benjamin Bouzerau-Levy	FF PARIS	Digital Producer
KILLDEATH	-	Director
Zach Spiger	-	DOP
David Ledoux	-	Photographer
Aleksi Cavaillez	-	Typographer
Paul Feton	-	Photo developer
Julien Leveque/Lauren Godet	FF PARIS	Media Strategist
Capitaine Plouf	-	Music

The Campaign

Biocoop is the first retailer of organic food in France. It has been founded by farmers and consumers truly committed to a greener and more responsible planet. Biocoop asked us to raise awareness about their uncompromising ethics and philosophy. Advertising in itself is a sensible point within the Biocoop network, Marketing being at the opposite of what the brand stands for. Thus the challenge: create an impactful campaign while staying true to their DNA. The idea was to produce the first eco-friendly integrated campaign. We had to rethink every single production detail from scratch and find green innovative ways to address every touchpoints. We shot the prints with a pinhole camera, a device dating back to the early days of Photography. The photos were then developed on site, with products we recycled. The taglines and logos were painted directly onto the prints, with vegetable paint. The posters were printed 25% smaller, then transformed into bags. We produced our own green energy by transforming a bike retrieved from a junkyard, into an electric generator. The website has been developed on an old refurbished computer. Made only of characters and ASCII art, it merely weighs 3 megabytes. It is hosted on a server powered by renewable energies. The director shot the movies with two hand-wound cameras. We edited the films by hand, directly on film roll, to avoid the scan of useless sequences. The music was recorded in one take. They were no castings for the voice-over, it was the true voice of Biocoop’s Head of Communication. We announced the campaign on Twitter… without writing a single tweet. We retweeted old preexisting tweets to create our own story. In the end, our campaign consumed 5.9 tons of CO2, almost three times less than if we followed a classic production process.

The campaign was an incredible success nationwide. Major French TV channels, influential blogs and newspapers but also niche ecological medias saluted the effort. The results? More than 7000 tweets, 30 million impressions and 200 000€ of earned media. But more importantly, the campaign made everyone realize that, by drawing on human energy rather than natural resources, it only takes willpower to be more eco-friendly. Global overview: • 7,312 total tweets by 5,733 users • 10,421,251 impressions on Twitter only • 98 % positives mentions • + 156 000 visits on Twitter profile • + 2300 followers • 1455 tweets including the word « genius »

Most branded content efforts in France have failed either because people saw it as fake, or because it failed to entertain them. Indeed, today branded content competes directly with unbranded content released by production companies, users or Youtube celebrities. This “genuine” content is the one that’s the most likely to be shared on social networks. It has also to be noted that any brand mention on TV is forbidden and punished with tough sanctions against the TV channels, unless it’s considered as “news worthy”. Also, to go on TV we need the approval of the ARPP, but we don’t for the brand content as it is on the internet so we have more possibilities and more liberty.