Belong
Carbon Thumbprint
Deloitte Digital
Melbourne
Australia
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.
Film (TV + Online)
Outdoor
Website
App Design
App Walkthrough
Awards
Cannes Lions
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