Reframing climate change as the great challenge — and opportunity — for a new generation
Talking to young people about climate change carries a risk: that the message will come across as just another warning, full of alarming statistics and offering no way out. MITECO set us the opposite challenge. It wanted to connect with a generation that is already aware of the problem and needs to feel part of the solution.
Our starting point was a shift in perspective. We stopped presenting the ecological transition as a threat and began to frame it as the great collective project of our time. It is a field brimming with professional opportunities, innovation and commitment, where today’s decisions shape the country of tomorrow.
With this idea in mind, we developed a campaign in which the Earth conveys to humanity, in a positive light, what humankind has been able to achieve; from a scientific perspective, whilst respecting nature and working on the basis of sustainability, safety and renewable technologies. The campaign sets itself apart from those that emphasise climate alarmism by using scientific macro-photography and immersive audiovisual installations to convey our messages. We opt for accessible language, a pace suited to television and social media, and an aesthetic that avoids the clichés of the genre to convey energy and optimism, without compromising the rigour of the message.
This campaign continues our approach to institutional communication, which is based on contemporary cultural codes, audiovisual storytelling and a distinctly cinematic perspective.