One day you wake up and find yourself in a position of influence.
Pretty much every boardroom has Ban Ki Moon's 17 sustainable
development goals like itches that need to be scratched.
pollution. Fight hunger. Tackle climate change. Create gender equality.
Everyone is doing something. But if everyone did one thing you could
make some real change.
Put the company ego away, instead put the problem you are keen to solve at the centre, and collaborate.
seems strangely alien - rival companies coming together to solve mutual
agendas - when it's such a blatantly obvious thing to do.
And somehow it allows everyone to achieve things at a scale that's simple beyond their individual reach.
There is no way Heineken DB and Colenso BBDO could have produced, marketed and distributed a bio-fuel made from beer
though petrol stations, let alone turn the mushy waste into bio-fuel
fit for sale without serious help. We had to put the problem at the
centre and find partners who shared the vision of replacing fossil
And there's no way a petrol company could have had beer
drinkers flocking to their stations without the help of decent
storytellers and a brewer.
Collectively boards of brewers, petrol
companies, bio-fuel processors, media companies and brand agencies who
had little or no previous connection, came together to achieve something
none of them could do alone.
And each one got to tell their part of the bigger story from their own perspective, to their own industry, their own customers.Beer
followed the same process. The problem was NZ beaches were
being dredged for sand for the construction industry.
So, the first partner became NZ's biggest construction company, the second was the biggest distributor of readymix concrete.
then simply asked the country to empty bottles (25% of which go to
landfill) and got them to another partner with the technology to crush
the bottles back into sand for construction.
Right now, the
government has set the target of 100% renewable electricity by 2035;
Auckland Council wants it to happen by 2021.
80% of the electricity in the grid is already from renewables, so we're talking the last 20%.
Individually it's an impossible task, even for a government, collectively it should be a piece of cake.
many of our biggest clients are already grappling with their carbon
footprint and emissions; we're helping them tell their stories and
unlikely partnerships are forming behind this audacious goal.
A goal that the whole country would love to achieve - 100% Pure NZ.
The partners are coming on board, and the collective goal is clear.
everyday someone else wakes up and realizes they are in charge -
albeit through attrition, and that if we work collectively this is the
biggest and best opportunity of their lives.