UN Global Compact & B3: EART4
The UN Global Compact and B3 stock exchange needed to convince time-poor Brazilian CEOs to commit to sustainability goals. Traditional environmental messaging was failing to break through their 60-hour work weeks. They tasked AlmapBBDO with finding a way to make the climate crisis feel like an immediate, bottom-line business emergency that required the same urgency as a high-stakes financial event.
Creative Idea
Earth was listed as a failing company on a real stock exchange to trigger action.
To force distracted CEOs to prioritize sustainability, the campaign branded Earth as a failing corporation and launched its IPO on a major exchange, using financial metrics to dramatize environmental collapse as an urgent business risk.
Results
The campaign achieved significant impact, reaching over 20,000 business leaders through the EART4 report. It generated 58 million in earned media value. There was a 140% increase in new signatories to the UN Global Compact compared to 2022. Adoption was high among major corporations, with 70% of Brazil's top 100 companies signing a commitment to change, including global brands like Heineken, Nestlé, and Unilever. In total, 400 of Brazil's top 1,000 companies signed on. The initiative was presented at the UN Assembly Hall and has confirmed IPO launches on stock exchanges in several countries including the US (Nasdaq), UK, Mexico, Italy, and others.
140%
increase in new signatories
58M
earned media
70%
of Brazil's top 100 companies signed
Strategy Technique
Shift the Context
The campaign moved the climate crisis from the 'activism' bucket into the 'financial risk' bucket, forcing investors to view planetary health through the lens of bankruptcy and dividends.
Explore Technique
Creative Technique
Borrow a Familiar Format
By adopting the visual and linguistic codes of the financial market, the campaign bypassed traditional NGO messaging to reach business leaders through the tools they use daily.
Explore Technique
Craft Breakdown
The campaign's brilliance lies in its total commitment to the 'Earth as a Company' metaphor, executed through sophisticated financial design and data visualization.
The creation of a cohesive corporate identity for 'EART4', including the logo, stock ticker, and a 200-page annual report, makes the metaphor feel tangible and professional.
Complex environmental data is masterfully translated into financial charts and a real-time stock simulator that business leaders can immediately interpret.
The script effectively uses business jargon ('IPO', 'results', 'signatories') to reframe climate change as a corporate liability.
Strategically launching on a real stock exchange (B3) and expanding to Nasdaq ensured the message reached the target audience in their natural environment.
The synergy between the financial design and the real-world stock exchange activation transformed a conceptual idea into a legitimate market event.
