Belong - Carbon Thumbprint
In Australia alone, the use of mobile data creates more than half million tonnes of CO2 every year
To promote Belong’s Carbon Neutral Mobile & Internet network we created the Carbon Thumbprint; a measurement of the carbon emissions created by an individual’s data usage.
An AR app calculated their yearly carbon emissions then visualised their Carbon Thumbprint as a carbon block floating above them.
We then used the Carbon Thumbprint formula to calculate all online activities and behaviour. Pre-rolls showed the carbon thumbprint of online streaming, social media posts calculated the emissions of a single post or time scrolling through their feed, audio adverts weighed podcasts and Spotify songs, and digital banners weighed the webpages they were placed on.
This not only created a compelling case for people to switch to Belong’s carbon neutral network but also gave them the means to do so. By clicking and switching.
Awards:
Cannes
BRONZE - Digital Craft - Data Storytelling
FINALIST - Media - Use of Digital Platforms
FINALIST - Data - Data Visualisation
FINALIST - Digital Craft - AR Immersive Storytelling
D&AD
SHORTLIST - Digital - Use of Data
SPIKES
SHORTLIST - Digital - Integrated Campaign Led by Digital
Video Case Study
Film (TV + Online)
Outdoor
![](https://freight.cargo.site/t/original/i/a631b614485ee045e1388e79543150f15d94cc7aa31cacf2db64948a56942667/Belong_OOH_1.jpg)
Website - CarbonThumbprint.com
![](https://freight.cargo.site/t/original/i/9ca4408b84aa524ca39f608bbb292ef12cdce2f41fdd33854f2347aaa831dab7/Belong_website_1.png)
App Design
![](https://freight.cargo.site/t/original/i/d0b0720715d96351b776de826f6747fb5682382675cf4dde155686203d19cfe0/Belong_CT_web_image1.jpg)
App walkthrough
Social integration
![](https://freight.cargo.site/t/original/i/167488ffe461ac9e51e16f4e7a0ea3ee6069c084174c728e1bbd4d903e6e8d5d/Belong_CT_web_image2.png)
![](https://freight.cargo.site/t/original/i/8ac91ba43e25a322c833482c24df7cea627f43ddbf8235fc7b43ea9cd22737fd/Belong_CT_web_image4.png)
Digi Banners
![](https://freight.cargo.site/t/original/i/0180286d483f203d47ee8771a82bdf890ca35336835ea2ca3131586ebbb7ad0b/Belong_CT_web_image3.jpg)
Logo and iconography
![](https://freight.cargo.site/t/original/i/de347d8501a8a1ceb961482aa7592ac3c3e15d6e1c147768500284f587269d54/Belong_Carbon_thumbprint_logo.jpeg)
![](https://freight.cargo.site/t/original/i/a6d449cda615d95ef18020039a57378ee2964ae3654fe4f61d3c3b6850fe1a18/Belong_Carbon_thumbprint_icons.jpeg)