Climeworks: Remove to zero.

Breaking CATEGORY CONVENTIONS with DISRUPTIVE CREATIVITY.

THE PROBLEM

Everyone knows that reducing our carbon output is crucial to tackling climate change. But few understand that, to reach net zero, we have to deal with unavoidable and historic emissions too. 

With most of the C-suites of large companies unaware of this need - let alone Climeworks’ carbon removal technology - how could we create both a category and a brand campaign, all in one go?

THE STRATEGY

We knew our audience wouldn’t have the time to work through reams of dense carbon science. So with insight-led thinking, we developed Remove to Zero, a bold strategic and creative platform that worked as both a concise introduction to the technology and an inspiring call to act.

THE OUTPUT

Our direct, honest approach let every other brand educate businesses on the problems of climate change, while we focused on how Climeworks already has the solution – sucking CO2 out of anywhere. 

This simple, flexible concept has translated into an integrated, copy-led campaign that disrupts the contexts in which it is placed: the Financial Times, the New York Times, and DOOH placements at COP28 and The World Economic Forum in Davos. 

The campaign continues to launch throughout 2024, and will be brought to life across media, events, endorsers, and more over the coming years, with built-in measurement so we can continually optimise our assets.