Greenpeace France Cannes Lions Campaign

I was the Creative Lead on a Greenpeace France campaign to get the EU to ban fossil fuel advertising.

The campaign targeted Cannes Lions, exposing the advertising agencies who help fossil fuel companies maintain the status quo at a time of climate crisis.

So what better way to tell this story than with the iconic ‘This Is Fine’ meme, featuring a complacent dog who continues business as usual whilst his world burns down?

I led the whole creative process, remotely facilitating workshops to come up with a concept, illustrating the posters, devising the style guide and writing the messaging.

A colleague overheard someone on the train back from Cannes saying 'Greenpeace must have hired an agency, it was just too good.' Nope. Just me and a fantastic team in France who pulled off some impressive direct communications at the event.

The campaign was covered in PR Week, The Drum, Campaign, Marketing Brew and Deadline to name a few. Brandingmag called it a ‘highly targeted campaign [which] not only stood out but was the most talked about.’