Title	THE CLIMATE STORE
Brand	FELIX (ORKLA FOODS SWEDEN)
Product/Service	FELIX'S PRODUCTS
Category	D04. Live Advertising & Events
Entrant	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Idea Creation	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Media Placement	PRIME WEBER SHANDWICK Stockholm, SWEDEN
PR	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Production	PRIME WEBER SHANDWICK Stockholm, SWEDEN
Post Production	PRIME WEBER SHANDWICK Stockholm, SWEDEN

Name	Company	Position
Ylva Lindberg	Prime Weber Shandwick	Key Account Manager
Edward Boëthius	Prime Weber Shandwick	Senior Strategist / Key Account Manager
Isak Landaboure	Prime Weber Shandwick	Creative Director
Felix Holfve	Prime Weber Shandwick	Creative & Art Director
Nadine le Gros	Prime Weber Shandwick	Creative & Copywriter
Beata Berg	Prime Weber Shandwick	Planner
Marcus Bjellder	Prime Weber Shandwick	Producer
Alexander Stangel	Prime Weber Shandwick	Producer
Johanna Åkeson	Prime Weber Shandwick	Designer

Cultural / Context information for the jury

Ranking seventh in the world on environmental performance, and with nearly nine out of 10 of its citizens saying they support firmer action on climate change, Sweden has comparatively high levels of environmental consciousness. However, there is evidence that message fatigue is growing. In particular, sustainability has become a heavily crowded space in Swedish brand marketing. Consumers report feeling increasingly tired of the relentless messaging from corporates celebrating their environmental virtues. We needed to ensure we were not just promoting Felix’s climate-friendly credentials, nor lecturing people. We had to do something practical and positive that would – amidst the warnings and the social pressure – actually help consumers make the changes they want to make, rather than shaming them for what they haven’t yet done. Our focus would therefore be on support, education and making sustainable living simpler, and we would aim to do it in practical and enjoyable ways.

Write a short summary of the ambient work.

By redefining one of the most central parts of the shopping experience – the price – we created a solution which enabled consumers to understand the climate impact of different produce, directly at the point of sales. This campaign was tailored to encourage Swedish shoppers to see Felix as a cost-effective way to shop sustainably. The strategy was informed by intensive ethnographic research which told us to focus on giving shoppers better information. Our solution was The Climate Store – the world’s first grocery shop in which the ‘price’ of food would be based on its carbon footprint, CO2e. The store was a fully-stocked pop-up with enough different types of produce to allow shoppers to do a full week’s food shopping: Popular Felix products such as ready-made meals, meatballs and ketchup shared shelf space with staples such as pasta, fresh vegetables, eggs and milk.