Climate change. A pandemic. Rubbish piling up everywhere. Sometimes it seems as though Earth is in a hopeless condition. The idea that there is hope for a better life “out there” on a distant planet is seductive. Looking for greener grass removes the responsibility of looking after the lawn at home.

Paris agency, Josiane, is helping INRAE, France’s National Research Institute for Agriculture, Food and Environment, restore a more realistic idea of our best future. Its campaign simply states the likelihood of human life surviving on planets outside our solar system. That likelihood is infinitesimal.

The campaign consists of a film and poster series, which outline the probability of finding or producing essential food items on other planets and remind people that the need to improve conditions on earth is urgent.

Jérôme Diez, creative director of Josiane, said in a statement, “As we destroy our planet, we all dream of a better world in a distant galaxy. Science fiction and the electric car industry have turned it into a lucrative business. With this campaign, we are breaking the lure of a saving exoplanet to encourage focus on the one planet that truly promises us a future, our own.”

 Credits:

Client: INRAE (National Research Institute for Agriculture, Food and the Environment) 

Agency: Josiane 
Creative Director: Jérôme Diez 
Art Director: Lisa Chaput 
Copywriter: Jérôme Diez 
Creative Intern: Mattis Poret

Co-Founder & Managing Director Laurent Allias 
Senior Strategy Manager: Caroline Thomas 
Strategic Planner: Clara Laffont  
Client Director: Jérémy Frappat 
Intern Project Manager: Elorri Garcia Sanchez 

Production Company: Black Motion 
Producers: Jonathan Aboucaya, Dan Aboucaya, Bastian Feydeau & Clément Lerousseau