About this initiative
Stirring up the trade in CO2!
Green energy provider GreenChoice "hacked" the European Emissions Trading System and is calling on citizens to buy emission rights from the market. Every emission right equals 1 ton of CO2 that polluters can"t emit anymore!
In the first week of the campaign already 8000 tons of emission rights have been bought and politicians are already talking about this hot topic.
GreenChoice is one of the first green energy suppliers to accelerate the transition towards sustainable energy in the Netherlands. But the company has lots of new competitors, which had lead to a lack of visibility. We need to reposition the brand and make sure everyone in the Netherlands knows what GreenChoice is about.
We built upon the brands unique "rebellious" heritage and positioned GreenChoice as an energy supplier that actually takes action to make the transition happen. In the first campaign we ask consumers to stop "earth screwing", which means less talk and more action when it comes to saving the planet.