Title	THE MOST ECO-FRIENDLY CAMPAIGN EVER
Brand	BIOCOOP
Product/Service	ORGANIC PRODUCTS RETAIL
Category	F06. Photography
Entrant Company	FF PARIS, FRANCE
Advertising Agency	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
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
David Ledoux	-	Photographer
Aleksi Cavaillez	-	Typographer
Paul Feton	-	Photo developer

Brief Explanation

Advertising in itself is a sensible point within the Biocoop network, Marketing being at the opposite of what the brand stands for. There lied the challenge: create an impactful campaign while staying true to their DNA and proving their eco-friendly spirit.

The Brief

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.

How the final design was conceived

The idea was to produce the first eco-friendly integrated campaign. We had to rethink every single production detail from scratch. We shot the prints with a pinhole camera. It’s a basic box we handmade out of old wood. The light passes through a tiny hole on one side, and the image is imprinted inside on photographic paper. The photos were then developed on site, with products we recycled. We banned photo retouching. The taglines and logos were painted directly onto the prints with vegetable paint. To save paper and ink, we printed posters 25% smaller than the usual formats.

Indication of how successful the outcome was in the market

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 »