Best Environmental Online Video Campaign, Best Of Show Online Video Campaign

The San Francisco Climate Action Plan (CAP) charts a path for San Francisco to realize net-zero emissions by 2040. The Plan impacts almost every aspect of life in San Francisco, yet, most San Franciscans had never heard of it. Our challenge: How do you make San Franciscans care about a “Plan”, and get them to adopt the many actions it prescribes? First, we established a brand platform and visual guidelines, so that the Climate Plan became a recognizable and trusted “brand” over time. Next, we dug into research that revealed how years of negative news had rendered many residents disengaged and pessimistic about climate change, when, in fact, the everyday actions San Franciscans were taking had made a remarkable positive impact: Climate pollution in SF was down 48% since the Climate Plan was enacted. We decided to anchor our campaign around a singular, encouraging message to every San Francisco resident: “Thanks to you, the plan is working.”

Contributors:

Head of Account Services:	Joanne Rietta
Executive Creative Director :	Trent Farr
Senior Art Director :	Whitney Tigani
Brand Strategist :	Shannon Riordan
Digital Media Producer:	Rafael Balaguer
Senior Web Designer:	Vanessa Frye
TV Director/Writer:	Terry Rietta
Production Company:	Milk and Honey
Media Director :	Paula Mangin
Digital Media Strategist:	Allison Gifford

MOST LIKELY TO

Location: United States

About the Agency:

Most Likely To (MLT) is a San Francisco-based marketing firm founded in 2017 with a mission to make social impact and move society toward a sustainable future.