In 2015, the United Nations launched its Global Goals of Sustainability - the most ambitious agreement for sustainable development the world has ever seen. Our challenge was to get millennials to feel empowered to support Global Goal 12: Responsible Consumption and Production. But just the thought of doing something so monumental is daunting. So how do we motivate an overwhelmed audience to do their part and make a positive impact for global sustainability? Well, we asked them to do one, simple thing: nothing. That’s right. Buy nothing. Waste nothing. Do nothing to save the planet. To get the word out, we enlisted some well-known comedians.
Our campaign launched exclusively via sequential media on YouTube Pre-roll. We started with an anthem that drove home the fact that doing nothing, is in fact, the easiest something you can do to save the planet.
And in order to retain the attention of our audience, we delivered specific messaging tailored to the viewer’s behavior. For example, if a viewer ‘skipped’ the anthem, the next video served would be a roast from Gilbert Gottfried.
But if a viewer watched all the way through without skipping, they were rewarded with a message from David Cross and Amber Tamblyn.
Then we showed the world all the different ways you can do nothing (which is really, truly something).
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