Fred & Farid implants the environmental credentials of organic grocery chain, Biocoop, in “the most eco-friendly campaign ever.”

Fred & Farid Paris’s campaign for France’s first organic grocery chain, Biocoop, used three times less CO2 than if it had been produced normally. The agency’s idea was to make the authenticity of organic grocery chain, Biocoop’s, environmental credentials stand out.

The posters were created by taking photos with an old school pin-hole camera. Vegetable paint was used to put on the graphics by hand. Staff had to use bikes to get to the shoot. They also slept in eco-gites and ate only organic, locally-produced food.

Films were shot on traditional film and edited by hand. Music was recorded in just one take. Production used only 5.9 tonnes of CO2, considerably less than average.

Fred & Farid’s eco-frendly campaign was also promoted digitally, with a “lightweight” interactive website – designed almost entirely in ASCII text so that it only takes up 3MB – and by “recycling” old tweets rather than composing new ones.

Self indulgence? Clever. The campaign won Biocoop more than 10 million impressions on Twitter.

Campaign credits
Agency: Fred & Farid Paris
Chief creative officers: Fred & Farid
Executive creative directors: Benjamin Marchal & Olivier Lefebvre
Copywriter: Noé Sato
Art director: François Claux
Digital art director: Rémy Gendre

Director: KILLDEATH
Production company: Continental Productions