Sustainability and environmental points have been part of South by Southwest’s focus for greater than a decade—and this 12 months was no completely different, with manufacturers like Ben & Jerry’s, Patagonia and Slack bringing inexperienced messaging to the Texas capital by means of extra artistic mediums.
Since former U.S. vp Al Gore gave a keynote on local weather and the long run in 2013, the competition has included local weather in numerous capacities with greater than 300 climate-related periods in complete, with local weather change-specific tracks starting in 2019.
Clear Creatives partnered with Ben & Jerry’s to provide out free ice cream to attendees, providing flavors that referred to as out the greenwashing messages from main oil and gasoline corporations. Patagonia kicked off its 50-year anniversary marketing campaign at SXSW, which is targeted on supporting activism, aware consumption and connection to nature by means of sport. Slack, which created its greatest activation up to now for the competition, put sustainability on the middle of its choices round find out how to construct and reuse experiential advertising supplies.
Scooping out ‘fossil gas lies’
With an ice cream truck parked on East sixth Road only a quick stroll from downtown Austin, Texas, the place most of SXSW’s official programming resides, the Clear Creatives crew handed out free scoops of Ben & Jerry’s to anybody strolling by—official badge-holders or most of the people.
Clear Creatives, a marketing campaign launched in 2020 by government director Duncan Meisel and Fossil Free Media’s Jamie Henn, goals to finish the advert business’s relationship with fossil fuels.
Over the primary weekend of SXSW, folks have been reintroduced to acquainted flavors from Ben & Jerry’s with new titles and descriptions that identified the shortcomings in Large Oil’s local weather plans whereas additionally calling out the promoting and PR companies which have helped vitality manufacturers promote these plans to the general public.
“We needed to succeed in folks we haven’t had an opportunity to talk to within the artistic business in a manner that was approachable and informative,” Meisel defined. “Hopefully [we] gave them some info they hadn’t considered earlier than about fossil gas polluters and the way in which that they’re impacting the planet.”
On March 12, the group hosted a panel in entrance of the ice cream truck, which included Kristy Drutman, local weather creator and founding father of the Inexperienced Jobs Board; Brian O’Kelley, founder and CEO of Scope3; and Sam Hornsby, founder and CEO of Triptk, a Havas company that was the primary holding company-owned store to signal the Clear Creatives pledge.
