bp: BP TARGET NEUTRAL CARBON OFFSET WORLD RECORD

Credits & Description:

Advertiser: BP TARGET NEUTRAL
Agency: KBW
Category: Viral Film
Designer: Ben Jordan (KBW)
Project Manager: Ellen Cadman Beaumont (KBW)
Creative Director: Stella Chrysanthakopoulou (KBW)
Director: Nick Barnes (KBW)
Director: Trevor Kirkpatrick (KBW)
Designer: Yann Merkel (KBW)

Relevancy
The infinity room at the kit-out camp delighted athletes. Target Neutral could speak to every member of Team GB about carbon reduction and they really got into the spirit of what collective action is all about.The giant periscope in the park was particularly popular with non-stop queues. While people were waiting, Target Neutral had the opportunity to talk about the low carbon development projects it was supporting at London 2012, representing each of the six continental regions participating at the Games.In the Media Centre alongside the carbon reduction game, a live dashboard provided journalists with up-to-date information about the volume of carbon and number of people participating in the programme.

Client Brief Or Objective
BP Target Neutral, a not-for-profit initiative aimed at encouraging individuals to reduce and offset their carbon emissions from travel was the Official Carbon Offsetting Partner for London 2012.In supporting the ambition of London 2012 to be the lowest carbon Games possible, the brand wanted to invite ticket holders to offset their travel carbon footprint for free; and to use the excitement of the Games to encourage as many people as possible to be aware of the carbon impact of travel. This meant targeting athletes, spectators, media and partners. Most had little awareness of BP Target Neutral or carbon offsetting.

Implementation
Experience the power of collective action to make change. Everyone experiences more than they understand and it is the experience, rather than the understanding, that influences behaviour. At the Team GB kit-out camp, athletes were guided through a mirrored room filled with images of themselves reflected ad infinitum, linked by illuminated Target Neutral ‘+’ signs. An insert in the ticket envelope invited spectators to register and then come to the Olympic Park and participate in a unique photo experience, capturing their special day in the Park against the emblematic Olympic Stadium backdrop. In the Media Centre a fun, gesture-recognition game challenged journalists to reduce carbon emissions in the environment.

Outcome
All 1,000 members of Team GB who went through the BP Target Neutral infinity room, signed-up to offset their travel carbon footprint to London 2012 with BP Target Neutral.Throughout the 29 days of Olympic and Paralympic competition, some 150,000 photographs were captured by the automated photo-capture system in the park, resulting in more than 110,000 photo downloads from the website. The BP Target Neutral free offset programme to London 2012 resulted in over 500,000 journeys /100,000 tons of CO2 being offset during the Games, a world record for the highest number of people to offset their travel carbon footprint to a single event.