Invested In Climate

How advertising can accelerate climate progress with Wieden+Kennedy, Ep #79

Jan 23, 2024

42:05

What do you think of when you think about advertising and its role in climate change? I’ll confess the first thing that comes to mind is the fossil fuel industry’s multi-billion dollar campaign to discredit climate science, deliberately confuse the public, and delay climate action.

But, of course, like every industry, advertising has a role to play in accelerating climate progress. Advertising creatives have storytelling skills that can help distill complex information, shift attitudes, and accelerate the adoption of climate solutions. At a more basic level, the narratives that capture our attention and gain currency in our collecting thinking play a powerful role in influencing corporate agenda, policymaking, and voters. So don’t count advertising out.

Today, I’m joined by Blake Harrop, President of Wieden+Kennedy Amsterdam. Whether or not you know it, you’re familiar with Wieden+Kennedy’s work. They’re a small creative firm with a big reputation, and they’ve been doing some genuinely interesting climate-related work. In our conversation, we talk big picture about the advertising industry and how it needs to evolve, and also what we can all learn from European countries’ effective climate communication. We also get specific and talk about some of Wieden+Kennedy’s recent projects and how they demonstrate advertising’s potential as a climate ally.

Lot’s to learn about and ponder if you listen with an open mind. Here we go.

In today’s episode, we cover:

[3:19] Wieden+Kennedy history & what it's known for
[4:32] Why does advertising matter?
[7:22] Should we be lauding the ad industry?
[8:55] How the ad industry rewards success & opportunity to change perception
[10:28] Wieden+Kennedy as a B Corp & what it means for their commitment to climate
[13:06] Would Wieden+Kennedy work with fossil fuel companies in the future?
[15:10] Working with Fortescue Future Industries & Google in Germany
[19:16] Working with Orsted (Fmr. DONG Energy) & Corona
[25:31] The pros & cons of sustainability as a selling point
[30:10] Lessons on communicating climate change
[33:23] The importance & urgency of climate action
[36:22] Nuclear energy as a dream campaign from a climate perspective
[39:43] A role for all of us to be advertisers for climate engagement