Making sustainability
impossible to ignore
An animated presentation for Unilever CEO Alan Jope at Cannes Lions 2019, themed around "Creativity Can Help Save the Walruses."
The audience was the hardest room in advertising. Not consumers — the people who make sustainability campaigns for a living. And Jope's message was pointed directly at them: brands are woke-washing, consumers know it, and the industry needs to hold itself to account. His first public address as CEO was an accusation.
The creative challenge was how to land that without putting the room on the defensive. If the visuals matched the confrontational tone of the argument, it becomes a lecture. So we went the other way. Rune Fisker / Agent Pekka's illustrations were warm, playful, and full of life: people dancing on Earth, farmers farming, forest scenes, vivid colour throughout. Celebratory rather than accusatory. The visuals gave the room somewhere hopeful to land while the words said hard things. The illustrations weren't softening the message. They were reframing it.
It was Jope's first major public address as CEO. The talk was covered across The Drum, Ad Age, and Campaign as one of the most discussed sessions of the week.
Role: Art Director
Agency: OLIVER Agency
The audience was the hardest room in advertising. Not consumers — the people who make sustainability campaigns for a living. And Jope's message was pointed directly at them: brands are woke-washing, consumers know it, and the industry needs to hold itself to account. His first public address as CEO was an accusation.
The creative challenge was how to land that without putting the room on the defensive. If the visuals matched the confrontational tone of the argument, it becomes a lecture. So we went the other way. Rune Fisker / Agent Pekka's illustrations were warm, playful, and full of life: people dancing on Earth, farmers farming, forest scenes, vivid colour throughout. Celebratory rather than accusatory. The visuals gave the room somewhere hopeful to land while the words said hard things. The illustrations weren't softening the message. They were reframing it.
It was Jope's first major public address as CEO. The talk was covered across The Drum, Ad Age, and Campaign as one of the most discussed sessions of the week.
Role: Art Director
Agency: OLIVER Agency
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