Friendly greetings and the city of Zurich make climate protection charming
In a complex yet refreshing campaign, the city of Zurich is motivating its population not to lose sight of its climate goals. Freundliche Grüsse has developed a variety of colorful measures for implementation.
"More Zurich - less CO2" is the core message of the campaign, which conveys that it doesn't take much effort to live in a climate-friendly way. Quality of life does not have to be sacrificed. In detail, the city's campaign addresses various climate issues: Travel, mobility, nutrition, consumption, heating and energy.
Travel by bike and public transport, consume more consciously, use sustainable energy sources, avoid food waste. To translate these topics into a cheerful film collage, Freundliche Grüsse enlisted the help of young Zurich director Burak Erinmez, who has already worked for clients such as Zalando, Porsche and Nike. The film was produced in a virtually climate-neutral way without any cars and using only cargo bikes.
Car-free in Zurich
On posters in the city and in VBZ streetcars as well as in social media posts, the six climate focal points are dramatized with suitcase words that each link a Zurich district with another place in the world. In Escher Paryss, for example, you can buy fashion from local labels that produce sustainably all year round. Why not go for an exotic meal in Höngg Kong and have the leftovers from your plate packed up for the next day, as has long been the norm in Asia? Or spend the day in romantic Hotting Hill and cycle from the bookshop to the cozy café? After all, everything is close together in Zurich, so why use a car at all?
New Instagram filter
In addition to posts and stories, the campaign also features a specially designed Instagram filter on social media. A series of local ambassadors draw users' attention to the filter. The filter allows users to playfully engage with the climate issue and share their concerns with their friends.
Website provides more information
The website Zuerich-co2.ch provides an overview and adds depth to the topic. With the help of animated infographics, users learn that 53 percent of Zurich households already do without a car, or that 8 percent of global CO2 emissions are caused by the textile industry. Users of the site are also invited to develop their own proposals for climate protection in Zurich via a competition. There are 80 fabric bags with the campaign's headlines to be won, so that the message can be spread further afield. There is also a download center where the six poster motifs and the film can be downloaded.
The City of Zurich's climate protection campaign runs in two phases. In total from August 11 to September 13, 2020.
Responsible at the City of Zurich: Claudia Naegeli, Tina Biletter. Responsible at Friendly regards: Pascal Deville, Samuel Textor, Manuela Brunner (overall responsibility); Sebastian Blomgren, Kathy Känzig (consulting); Berni Brungs, Grégoire Vuilleumier, Morris Lötscher (text/concept); Norihito Iida (art direction); Maude Mahrer (graphics); Isabelle Schmid (social media); Nadine Mojado (head of creative production); Burak Erinmez (director). Film productionMatteo Attanasio (Mama Pictures). WebsiteVioletta Digital Craft. Instagram filterLuis Balzer.
