“There’s a lot of people hiding behind the hyper objects of brands,” he said, specifically highlighting oil companies and their ad partners. “We need to remove that huge branding mask and start revealing the people who are making these decisions, […] people who are deciding to support the fossil fuel industry by taking on those clients.”
Elsewhere along the Croisette, independent programming is a significant part of the Cannes experience.
Clean Creatives—alongside climate networking NGO Creatives for Climate, climate-focused ad network Purpose Disruptors, sustainable ad-tech consulting firm Scope3 and the Dutch Embassy of Creativity—is hosting the Next Level Climate Summit, a half-day event on June 20 featuring panel discussions and talks focused on the ad industry’s role in the climate crisis.
Speakers will include Creatives for Climate initiator Lucy von Sturmer, The Shed 28’s Rupen Desai, Purpose Disruptors’ Rob McFaul, Scope3 co-founder Brian O’Kelley and Oxford Sustainable Law Programme’s Ben Franta, among others.
“The vision is that it’s a space that feels a little more open to conversation,” Meisel explained. “The opportunity for us is to get feedback from [marketers] about ‘Why isn’t this actionable yet? What are the barriers?’ Hopefully, we’re approaching this in a way that people don’t feel like we’re screaming at them, but that we are actually interested in that back and forth.”
Ok, so there are a few stunts
But while there’s more focus on open discussion in the programming planned, that doesn’t mean that some light disruption is off the table.
Content creators from Clean Creatives will be on La Croisette with a series of interactive stunts similar to last year. That includes things like the climate mirror, which has “This person is impacted by climate change,” emblazoned above a person’s reflection, and an activity that requires passersby to choose a path of working for fossil fuel clients or supporting climate action.
Creatives for Climate is evolving their Baywatch-themed stunt from last year into a secret agent-style action they call the “Greenwash Swatch.” The goal of the stunt, which will consist of agents armed with paint swatch booklets featuring examples of greenwashing tactics, is to hijack conversations to educate attendees on the different shapes that climate misinformation and greenwashing can take.
“We’re hoping, collectively, to build a culture whereby young talent are not willing to work for [agencies with fossil fuel clients],” von Sturmer said. “We’re building a pressure cooker of talent and green agencies, ethical agencies that are willing to step up and be braver and bolder.”
[ad_2]
Source link
