French organic food retailer Biocoop claims to have come up with the most eco-friendly campaign ever. PHOTO: AdWeek

Welcome to the age of ‘organic’ being the marketing appeal of food production, design, crafts, consumer goods, and more. With it being a coveted USP and given the large planning and effort that go into taking the organic route, you might as well tell everyone who has a moment to listen. And that’s precisely what French organic food retailer Biocoop is doing. And doing it with a creative difference – rather than investing in commercials and monstrous hoardings, the company and its agency Fred & Farid Paris decided to make the medium their message. Marshall Mcluhan, you’d be proud! Organic by business and eco-friendly in their ad campaign, Biocoop’s message is crystal clear.

With ecological responsibility at their heart, the people at Biocoop decided to do away with heavy-duty advertising production that left behind a large carbon footprint. They produce greens and they decided to ‘think’ green, too. On the green route to advertising, they went all out: bikes instead of cars during production, pinhole cameras instead of a electricity-hungry camera set-up, prints developed on recyclable materials, vegetable paints for outdoor posters, even doing post-production on a homemade computer, voice-over done by an employee, and launched the campaign using recycled tweets. The effort ended up using up three times less CO2 than a typical ad production. Talk about sticking to your principles.

Watch the video here.