Invisible Emissions
You can't reduce what you can't see.
Choose one of the 17 UN Sustainable Development Goals and associate it with an existing brand whose values align with that goal. Develop an advertising concept that communicates the brand's commitment to the chosen SDG through a creative campaign idea, including a headline, a visual concept, and a strategic rationale.
I started from an invisible fact: every product we buy carries a hidden environmental cost — from raw material extraction to home delivery. The problem isn't that people don't want to make sustainable choices, it's that they don't have the information to make them. Hence the insight: when the environmental cost of a choice becomes visible, decisions change.
I chose IKEA, a brand already committed to becoming a circular and climate-positive company by 2030, and SDG 11, Sustainable Cities and Communities. The concept is a second price tag on every product: not just the cost in dollars, but the cost in CO₂. A colour-coded label that makes the invisible visible, at the exact moment of choice. The greener the product, the more IKEA points you earn: a virtuous cycle where sustainability rewards both the planet and the wallet.