A behind-the-scenes look at Yard's ‘I don’t know about you, but I’m feeling CO2’ campaign
Yard won the Best In-house or Self Promotion prize at The Drum Awards for Digital Industries 2022 for a campaign called ‘I don’t know about you, but I’m feeling CO2.’ Here are the need-to-know details behind the campaign.
Yard / Chris Leipelt via Unsplash
Digital marketing agency Yard was in search of a strategy for entering the public discourse about air pollution and environmental sustainability. That search led to the launch of a campaign called 'I don’t know about you, but I’m feeling CO2', a play on a Taylor Swift lyric. The campaign sought to chart C02 emissions from celebrities’ private jets.
Yard had become increasingly aware of the need for brands to step up and make an active contribution to the increasingly urgent cultural and political conversation surrounding climate change. Following its acquisition of sustainability consultancy Aline, the digital agency decided that it was time to enter into the climate conversation in a compelling and original manner — which would ideally also boost awareness of, and engagement with, its brand.
Inspiration arrived after Kylie Jenner posted a now-infamous Instagram post in which she and her husband, rapper Travis Scott, stood between two private jets. The caption read: “You wanna take mine or yours?” The post prompted Yard to delve into an investigation of the environmental impacts of private jets — which could, in turn, lead to an increased awareness of the outsized carbon footprints of certain celebrities.
Yard’s main goals for the campaign were to publish a story that would expand its audience and position the agency as an authoritative voice on a hot-button social issue. The final story included a list of what Yard found to be the ten celebrities whose private jets were contributing the most C02 to the atmosphere.
At the top of the list was Taylor Swift. “By tapping into what was already in the news cycle, using our ingenuity and writing up a compelling story, we went on to break the internet,” Yard told The Drum.
According to the agency, the campaign was mentioned in media coverage more than 3,500 times — including more than 3,300 backlinks — in just the first month after it went live.