DIGITAL TRANSMEDIA

Coca-Cola Ciel Water / E-mail / Data / Outdoor activation A new way to recycle through a transmedia campaign. Digital realm contributes a lot to pollution. Billions of spam emails inundate our inboxes every week, representing a significant yet unnoticed source of energy consumption. These energy, if conserved, could power a city like New York for several months. In collaboration with Google, we helped Ciel to creat: Splant. Splant is a Google Chrome plug-in that repurposes spam emails stored in your inbox, converting the equivalent energy to fuel machines supporting vertical gardens in Mexico City. Beyond simply eliminating spam, Splant calculates the energy expenditure that would have occurred if the emails had lingered on servers, redirecting this energy towards a positive cause. With a user base exceeding 7,000 individuals, recycling over 400,000 spam emails every two months, Ciel harnessed enough energy to cultivate more than 30 vertical gardens. This initiative made a tangible impact on reducing spam, repurposing the associated energy for environmental good and not the least, it helped Ciel to keep building its strategy on being the water brand that truly cares about the environment. Creative Team: DECD: Daniel Granatta, DCDs: Nicko Nogués, Eduardo Salles, SCW: Leticia Arroela, Brand CDs: Karla Santa Anna, Erika Olvera. Follow up campaign made by JWT team and video case by Flama.