Environmental market investor and project developer GreenCollar has launched a new campaign, “That’s Green Collar Work.”
It aims to encourage organisations to measure their success by more than just business outcomes via a collaboration with Independent PR and creative agency Keep Left.
Set against Australia’s changing climate, the campaign defines ‘green collar work’ as work that balances business goals with the delivery of positive outcomes for the environment and urges organisations to place equal weight on their environmental outcomes through film, print, radio and digital creative.
Press ads focus on individual workers, with the initial ad set demonstrating the work that landholders can do that benefit both their business and the environment. Digital ads draw this through to the flow-on benefits delivered to the country and communities.
Susan Horn, head of marketing at GreenCollar said, “That’s Green Collar Work heroes the roles we can all play in delivering positive environmental impact at scale, and balancing that with the sustainability of our communities and livelihoods”.
“GreenCollar is at the forefront of this change, so we’re taking the opportunity to lead a movement of people and businesses who are putting the environment on the balance sheet – no matter their trade,” added Horn.
The campaign follows the appointment of Keep Left as GreenCollar’s marketing agency of record in early 2020. Since then, the partnership has supported the launch of Reef Credits, a world-first environmental market, and delivered a new brand identity, alongside ongoing creative services.
Mike Doman, executive strategy director at Keep Left, said, “This campaign allowed us to apply our audience-lens for landholders with creative that talks to the issues and farming approaches on their agenda – from rotational farming to how the environment might affect their future, to make it content they would choose.
“We equally had to consider our corporate audience, who are important through the investments they make. We did this by cutting between corporate and rural scenes in our hero film to show that it’s all green-collar work at the end of the day,” added Doman.
“Earned also took on a new meaning regarding this campaign. We know conversation and community is hugely important in the agricultural sector, so the campaign was designed with this in mind – tapping into topical issues with recognisable, real faces of farming throughout,” added Doman.
Credits:
- Agency: Keep Left
- Client: GreenCollar
- Head of Marketing, GreenCollar: Susan Horn
- Executive Strategy Director: Mike Doman
- Executive Creative Director: Blair Kimber
- Copywriter: Ruby Gill
- Art director: Heath Schmidt
- Designer: Caitlin Gmehling
- Media agency: RyvalMedia
- Production company: Safari
- Director: Ant Dinham
- Post Production: Visible Studios
