Suddenly the corporate world needs to be green and the market floods with propaganda. Happily, Thiess understood that in order for their clients to believe their sustainability agenda, they needed their staff to put it into practice.
We've all heard from 'climate-change experts' in the media, but how many of us have actually seen one? Who were these faceless, opinionated people? It made perfect sense for our character to be the face to the name and slowly, our 'Professor' character came to life. We made him an optimistic gent, complete with a lab coat, 'bag-of-tricks' and an ambiguous European accent. We imagine him to be Swedish but you can decide for yourself...
The first contact Thiess employees would have with our Scientist would be via a somewhat teasing edm, the likes of which they had never seen from Corporate before. This meant a healthy click-through rate and our campaign was alive!
The first of the videos saw the professor introduce the "Smaller Footprint, Bigger Future" campaign. We also wanted to encourage staff to pledge their commitment to the environmental cause, so we made the animation interactive. Staff were asked to input their name and in exchange Thiess would plant a tree on their behalf. Once they'd entered their details, their name appeared dynamically on an illustrated sapling as the animation concluded.
Follow-up videos were of an edu-tainment nature and seeded ideas that staff could adopt on-site. The 'Energy' video to left encouraged staff to look for ways to save energy consumption at work, by exposing the energy consumption that staff were at the time, taking for granted.
Some 3000 saplings have been planted on behalf of Thiess' staff, and the Professor continues to edu-tain, with follow-up animations on Water and Waste Reduction to roll out in the coming months. Though aimed internally, Thiess have now circulated the campaign to their external audience to show just how seriously they take their exemplary environmental credentials. Yay for the environment!