On Thurs 22rd June, individuals from the global production community gathered in Cannes with for the AdGreen Production Forum – a panel discussion and unique chance to discuss strategies to make advertising production sustainable.
The panel was chaired by Jo Coombes, AdGreen founder, and the rest of the panel represented the three parts of the production chain: Mike Day, CEO at Palma Pictures, Steffen Gentis, Chief Production Officer at BBDO Germany and Rodrigo Gameiro, Sustainability Communication Manager at Coca Cola Brasil.
Jo Coombes, AdGreen Founder
Jo told the story of AdGreen’s development since 2014. In that time she has built a rich pool of resources and structures to help make production more sustainable. Then each speaker laid out the steps they have taken to transform their businesses to become more environmentally responsible.
Mike listed the numerous changes Palma Pictures have made to their business since deciding to become a greener company in 2009; everything from reducing their yearly plastic bottle usage by 95% to halving their gas consumption over that time. He stressed that sustainable practices ultimately save money and attract the best, most passionate, talent.
Steffen Gentis, BBDO Dusseldorf
Steffen made many pertinent points about efficiency. Measurement, he noted, leads to management, so it is vital that the industry understands the impact of its practices. Once we understand, the solutions are clear. That’s why BBDO have created CUT!CO2 – a comprehensive tool to measure a film production’s carbon footprint.
Rodrigo detailed how he opened a dedicated sustainability department at Coca-Cola, creating best practice guidelines that are now widely used. They’re now even used by one Brazilian NGO who usually spend their time criticising the marketing industry! Advertisers’ job is to generate desire, he observed. It’s time they started doing that for a sustainable future, not just for their brands.
Thank you to all of our speakers. For 5 Easy Ways to AdGreen your shoot, please click HERE.