Sky Media has premiered a new breed of net zero carbon ad breaks, described as a first for British television, to dovetail with the start of Cop26.
Five carbon-neutral ad breaks will promote the winners of the Sky Zero Footprint Fund, a £2m advertising pot claimed by first-placed Here We Flo, with runners-up Olio, Ovo Energy, Pura and Path Financial.
Each ad in the topical series is produced following best practice advice and recommendations from the Advertising Association’s AdGreen program, and will run across Sky Nature and Sky News for the duration of the Cop26 conference, of which Sky is a media partner.
Presented by Sky Zero, the campaign seeks to drive societal change necessary to embrace more sustainable forms of living, with Here We Flo winning for its ‘period piece’ that marries humor and drama to promote biodegradeable sanitary ware.
Susan C Allen, co-founder and interim SHE-EO of Here We Flo, said: “We’re so proud to finally have a wide-reaching platform to talk about periods and sustainability in ways that have never been done before; and we’re so excited to bring our period drama into the world alongside the Hatch London team!”
The remaining £1m of media value will be split between the four finalists including Olio, which is encouraging people to share more and waste less by contrasting a children’s choir belting out Louis Armstrong’s What a Wonderful World against the incongrous backdrop of a landfill site.
Ovo Energy will put its £250k allocation into an energy-saving campaign geared toward reducing consumption by encouraging people to switch the lights off when watching TV for a more cinematic experience.
Pura, meanwhile, has employed a cast of ‘spokesbabies’ to encourage the public to usher in a wipes revolution by switching to sustainable products that will biodegrade rather than persist in the environment.
Adopting a different tack, Path Financial will harness the power of capital to affect change by encouraging savers to switch investments toward more ethical options, a strategy considered to be 21 times more effective than any other single shift.
Sarah Jones, director of planning at Sky Media, commented: “We’re thrilled to finally bring all our Footprint Fund winners together in a single ad break. We know that advertising has a key part to play in driving sustainability and TV has the power to inspire change like no other. All our winners are encouraging the nation to make simple but achievable changes – all of which can make a meaningful impact to the planet.”
The 170-second ad break will run every day throughout the two-week conference, with each of the five winning brands pursuing individual campaigns from November 12 onwards.