THE OBJECTIVE
Raise awareness of Lindeman’s carbon neutral status.
Lindeman’s became the world’s first carbon neutral wine brand, which was definitely worth celebrating. It needed to be done in a way that was exciting for consumers and media, while staying true to its green credentials.
THE INSIGHT
The brand’s target audience live in busy cities, detached from nature and surrounded by carbon emissions aplenty.
OUR JOB
Leverage Lindeman’s carbon-neutral status in a fun and visual way, capturing the hearts of our consumers and enhancing their communities.
STIRRING EMOTION
Bring beauty – and cleaner air – to wine-drinking communities in need of both.
THE STIR WAY
Carbon-absorbing street art.
We partnered with renowned artists to create murals in London and Bristol, using clever, carbon-absorbing paint from Graphenstone. The eye-catching designs popped up for 24 hours, wowing passers-by and starting conversations around Lindeman’s carbon neutral status as the murals soaked up carbon from the city air.
Impact and implications
Output
16
pieces of press coverage across national, regional and lifestyle titles, incl. 1/4 page in The Telegraph.
Outtake
4M
reach of media coverage, with 100% positive sentiment and 100% including the street art photography.
Outcome
1.3kg
of carbon to be absorbed by the murals over their lifetime.
