The Web Marketing Association is proud to present this 2024 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Environmental Online Video Campaign, Best Of Show Online Video Campaign
The San Francisco Climate Action Plan (CAP) charts a path for San Francisco to realize net-zero emissions by 2040. The Plan impacts almost every aspect of life in San Francisco, yet, most San Franciscans had never heard of it. Our challenge: How do you make San Franciscans care about a “Plan”, and get them to adopt the many actions it prescribes? First, we established a brand platform and visual guidelines, so that the Climate Plan became a recognizable and trusted “brand” over time. Next, we dug into research that revealed how years of negative news had rendered many residents disengaged and pessimistic about climate change, when, in fact, the everyday actions San Franciscans were taking had made a remarkable positive impact: Climate pollution in SF was down 48% since the Climate Plan was enacted. We decided to anchor our campaign around a singular, encouraging message to every San Francisco resident: “Thanks to you, the plan is working.”
Contributors:
| Head of Account Services: | Joanne Rietta |
| Executive Creative Director : | Trent Farr |
| Senior Art Director : | Whitney Tigani |
| Brand Strategist : | Shannon Riordan |
| Digital Media Producer: | Rafael Balaguer |
| Senior Web Designer: | Vanessa Frye |
| TV Director/Writer: | Terry Rietta |
| Production Company: | Milk and Honey |
| Media Director : | Paula Mangin |
| Digital Media Strategist: | Allison Gifford |
MOST LIKELY TO
Location: United States
About the Agency:
Most Likely To (MLT) is a San Francisco-based marketing firm founded in 2017 with a mission to make social impact and move society toward a sustainable future.