DP World - The Move to -15°C
DP World, a global logistics company, sought a sustainability campaign to increase trust among B2B stakeholders. The challenge was to demonstrate tangible action on environmental impact, specifically the carbon footprint of frozen food shipping, by engaging the entire cold chain industry.
Creative Idea
DP World united competitors to collectively lower frozen food shipping temperatures by 3 degrees.
DP World united competitors to collectively lower frozen food shipping temperatures from -18°C to -15°C, leveraging scientific research to achieve massive carbon savings and build industry trust through a shared, unbranded sustainability initiative.
Creative Strategy Deconstructed
Company
DP World, a logistics giant, possessed the research capabilities and industry influence to challenge long-standing global shipping standards.
Category
The cold chain industry rigidly adhered to a century-old -18°C frozen food shipping standard, despite its significant environmental cost.
Customer
B2B stakeholders in the cold chain desired actionable sustainability initiatives and increased trust, but faced barriers to collective industry-wide change.
Culture
A global cultural imperative for decarbonization and climate action, amplified by events like COP28, created urgency and receptiveness for bold environmental solutions.
Company
DP World, a logistics giant, possessed the research capabilities and industry influence to challenge long-standing global shipping standards.
Category
The cold chain industry rigidly adhered to a century-old -18°C frozen food shipping standard, despite its significant environmental cost.
Strategy:
Unite industry players around a scientifically validated, unbranded solution to a shared environmental challenge.
Customer
B2B stakeholders in the cold chain desired actionable sustainability initiatives and increased trust, but faced barriers to collective industry-wide change.
Culture
A global cultural imperative for decarbonization and climate action, amplified by events like COP28, created urgency and receptiveness for bold environmental solutions.
Strategy:
Unite industry players around a scientifically validated, unbranded solution to a shared environmental challenge.
Results
The initiative aims to reduce energy use by 7% across the entire frozen food chain. This change is projected to save 17.7M+ TONS of carbon every year, which is equivalent to taking 3.8M+ CARS off the road. The campaign was launched at COP28. Within days of its launch, 60% of the global shipping container industry joined the movement. As of today, 17 of the world's biggest food producers, refrigeration companies, hauliers, and warehouses have joined the initiative.
7%
energy use reduction
17.7M+
tons of carbon saved annually
3.8M+
cars off the road equivalent
Strategy Technique
Make the Brand the Hero of a Bigger Fight
DP World initiated a global movement to reduce shipping temperatures, positioning itself as a leader in decarbonization and food resilience. This elevated the brand beyond logistics to a champion of planetary well-being.
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Creative Technique
Turn the Brand Into a Movement
The campaign created an unbranded initiative, "The Move to -15°", inviting the entire cold chain industry, including competitors, to adopt a new temperature standard. This fostered a collective movement for global decarbonization and resilience.
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Craft Breakdown
This campaign's craft is exceptional in its profound copywriting, transforming a complex scientific insight into a globally significant movement through compelling Copywriting, precise Design, and impactful Typography across its strategic communications.
Exceptional in crafting a clear, urgent, and persuasive narrative that translates intricate scientific findings and logistics into an accessible and globally resonant call to action for industry leaders.
Strong in creating a cohesive visual identity for 'The Move to -15°C' and effectively communicating complex data and partnership achievements through compelling infographics, branding, and report design.
The magic of this campaign arises from the synergy between its brilliant foundational idea, the clarity and persuasiveness of its written communication, and the precise visual and typographic presentation of its complex findings and calls to action.
