Tue, 06 Oct 2020 08:43:37 GMT
As leaders around the world decide how they will address the economic collapse spurred by Covid-19, the first bill showing the real value of green investments was created by a coalition of Canadian grassroots groups and the creative agency Sid Lee.
This initiative is based on recent research and calculations made by economists at Corporate Knights who found that for every $20 invested in a green and just recovery, $307.85 would be contributed to Canada’s GDP within ten years.
Using AR and social media, the $307.85 bill demonstrates the real positive social, environmental and economic impact of every $20 invested in a green economy. It’s a way to mobilize and educate Canadian citizens of all political affiliations, as well as inspire people around the world to push their representatives and decision-makers to opt for an economically and environmentally sustainable future.
Canadians (or anyone with a Canadian $20 bill) can try the AR experience by using the custom-made Instagram filter here.
“For this campaign, we wanted to create a powerful and educational symbol to show everyone that a green recovery is also good for the economy," said David Allard, associate creative director at Sid Lee.
"We've transformed the look of the Canadian twenty-dollar bill to put a tangible number on the return on investment, in addition to helping preserve our planet, as a strategy to encourage people to take ownership of this knowledge and use it to make a difference," adds Jonathan Lavoie, associate creative director at Sid Lee.
“We want to show all Canadians, in an interactive way, that investing in a green and just recovery can help us solve multiple major crises at once. We can create a huge number of jobs, put Canada on a pathway to being carbon-free by 2050, while restoring and supporting nature in the process. It’s a once in lifetime opportunity to make the changes that are necessary to get on the road to an economic and environmental recovery," says Ralph Torrie, senior associate, Sustainability Solutions Group and environmental expert.
Client: David Suzuki Foundation, Diego Creimer
Agency: Sid Lee
Executive Creative Director: Kristian Manchester
Co-Creative Directors: Jonathan Lavoie, David Allard
Art Director: Philippe Cossette
Graphic Designer: Sarah-Jeanne Turgeon
Proofreading and Translation: Marie-Claude Demers, Chelsey Lam
Group Account Director: Justine Trudeau
Account Supervisor: Annie Dufresne
Group Strategy Director: Elisabeth Jamot
Strategist: Pauline Desprès
Director, Content: Nicolas Naulevade
Content Strategists: Élie Brisebois, Lucie de Closets
Community Manager: Myriam St-Aubin
Producers: Jean-Pierre Marcotte, Marie-Christine Côté
Production Coordinators: Laurie Perron, Marie-Ly Cormier
Print Producer: Maxime England
Director: Thomas Fortier
Editor: Benoit Marcoux
Editing Assistant: Sonya Nadon
Colorist: Béatrice Tremblay
Sound Mixing: Le Confessionnal
Augmented Reality Integrator: Pascal Monette