Title | CARBON THUMBPRINT CAMPAIGN |
Brand | BELONG |
Product / Service | CARBON NEUTRAL MOBILE AND INTERNET |
Category | C02. Data Storytelling |
Entrant | BELONG Melbourne, AUSTRALIA |
Idea Creation | DELOITTE DIGITAL Melbourne, AUSTRALIA |
Production | COLLIDER Melbourne, AUSTRALIA |
Post Production | FIN DESIGN & EFFECTS Melbourne, AUSTRALIA |
Post Production 2 | SQUEAK E. CLEAN STUDIOS MELBOURNE, AUSTRALIA |
Post Production 3 | RISK SOUND Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Adrian Mills | Deloitte Digital | Creative, Brand & Advertising Partner |
Matt Lawson | Deloitte Digital | Chief Creative Officer & Partner |
Charles Baylis | Deloitte Digital | Executive Creative Director |
Rob Weir | Deloitte Digital | Head of Motion and Production |
Gustavo Vampre | Deloitte Digital | Creative Director |
Britton Upchurch | Deloitte Digital | Copywriter |
Kyle Lotherington | Deloitte Digital | Designer |
Marlese Sloan | Deloitte Digital | Producer |
Morgan Collins | Deloitte Digital | Group Account Director |
Natalie Ng | Deloitte Digital | Account Manager |
Wibishana Rockwood | Deloitte | Director, Sustainability Services |
Ben Symons | Deloitte | Manager Strategic Reputation and Risk |
Kelly Schulz | Belong | Customer protagonist |
Leanne Boyd | Belong | Brand and Strategy lead |
Clare Taylor | Belong | Brand Orchestrator |
Peng Lee | Belong | Business Performance Lead |
Thelma Austin | Belong | Cultural Jedi |
Damon Cameron | Collider | Production Director |
Olivia Hantken | Collider | Executive Producer |
Ellie Craven | Collider | Production Manager |
Matt Chang | Collider | Drone Operator |
Adam Wills | Collider | Editor |
Alastair Stephen | Fin Design + Effects | Executive Visual Effects Producer |
Stuart White | Fin Design + Effects | VFX Supervisor |
Mikey Smith | Fin Design + Effects | VFX Supervisor |
Emily Newbould | Fin Design + Effects | VFX Producer |
Abigail Sie | Squeak E Clean | Sound Engineer |
Meg Drummond | Squeak E Clean | Producer |
Dee Gjedsted | Risk Sound | Sound Engineer |
Dylan Stephens | Risk Sound | Sound Engineer |
Dylan Stephens | Risk Sound | Sound Engineer |
Dylan Stephens | Risk Sound | Sound Engineer |
kate Gibson | Risk Sound | Producer |
Sally McManus | Risk Sound | Producer |
HARNESSING DATA TO REDUCE DATA EMISSIONS 10% of the world’s energy goes into running the internet. And barely anyone knows it. Belong, a digital first Australian telco is committed to being a leading Australia’s environmental transformation and in 2020 they became the first Carbon Neutral accredited telco in Australia. The only issue was that no one thought of their mobile network as a source of CO2. To help sell the solution and drive customers growth, we had to give people a way to talk about the problem. So we created a powerful new way to understand the impact of your digital and mobile data impact. The Carbon Thumbprint: each individual’s personal CO2 output created by their data use every year.
Working with Australia’s leading economists and sustainability experts, we created a formula that translates network usage to CO2 emissions. This formula unlocked an awareness campaign that spanned every media type. We launched with an integrated campaign introducing the concept of the Carbon Thumbprint which lead to viewers to the Carbon Thumbprint app. This app converts your mobile network usage into an amount of CO2, so you can see your personal data emissions. What’s more, the app displays your Carbon Thumbprint to scale using Augmented Reality and then directs you to neutralise your impact by switching to Belong. Creativity data storytelling brought the truth to life in a way that got people’s attention, turned customers into advocates and helped to neutralise tonnes and tonnes of CO2. Since launch, sales of carbon neutral products have exceeded 95,000 units, removing 50,000kgs of potential CO2 emissions.