Creative Brand Strategy Climate Crisis

Greenpeace campaign calls out corporate private jets ahead of Davos


By Ellen Ormesher, Senior Reporter

January 13, 2023 | 3 min read

Company bosses using private jets are being put under a spotlight in the ads by TBWA Paris.

Greenpeace private jet campaign

Greenpeace has been extremely critical of the advertising and marketing's own complicity in facilitating the climate crisis / Greenpeace

Private jets are the most polluting form of transport on this planet, causing CO2 emissions that are 50 times more polluting than trains. Yet 80% of the world’s population has never even flown but suffers from the consequences of climate-damaging aviation emissions.

To call attention to the damaging impact of flying on our environment, Greenpeace is calling for a ban on private jets within the EU. The organization says private jets are a symbol of the dysfunction of an economic system that allows a supremely privileged minority to pollute excessively at the expense of the planet.

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Its message takes center stage in a campaign created pro-bono by TBWA Paris, which specifically denounces the use of private jets by the extremely rich and powerful, lobbyists and corporate bosses traveling to the Swiss luxury ski resort Davos for the World Economic Forum (WEF).

Ahead of the 2023 WEF (January 16-20), an analysis commissioned by Greenpeace International shows that 1,040 private jets flew in and out of airports serving the Swiss mountain resort of Davos during the week of the 2022 WEF, causing CO2 emissions from private jets four times greater than an average week.

The campaign, therefore, leads with the strapline, “We live on the same planet, but not in the same world” and will launch across Greenpeace’s social media channels in line with the kick-off of this year’s Davos convention.

Greenpeace private jet campaign

“Keep in mind that 10% of the richest French people have a carbon footprint of 25 tonnes of CO2 emissions per year, compared to five tonnes for the poorest 50%. Meanwhile, communities around the world are bearing the brunt of the consequences of climate change, as illustrated by the campaign’s visuals which represent various incidents related to the ecological crisis: fires, degradation of coral reefs, and food crises,” Greenpeace stated.

In the past, Greenpeace has been extremely critical of the advertising and marketing industry’s own complicity in facilitating the climate crisis, staging multiple protests at last summer’s Cannes Lions festival, urging agencies and holding companies to cease working with high-polluting fossil fuel clients.

Creative Brand Strategy Climate Crisis

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