A review of the AdGreen Production Forum at this year’s Cannes Lions – read the full article here.
AdGreen, the independent organisation determined to improve sustainability in advertising, took to the Vegaluna beach today for a panel discussion regarding the current environmental impact of the commercial productions.
Hosted by the initiative’s founder, Jo Coombes, the panel consisted of Mike Day (Palma Pictures), Steffen Gentis (BBDO Group Germany) and Rodrigo Gameiro (Coca-Cola Brazil), allowing the conversation to include all aspects of the production process. While recognising the initial difficulty in following environmentally friendly measures, Mike Day explained how Palma Pictures’ own sustainability methods only caused a temporary increase in expenditure before saving them money in the long run. Steffan Gentis noted the practicality of preparation, detailing: “if you measure your environmental impact before a production, you have a better chance of ensuring sustainability.” Rodrigo Gameiro added the need for clients to understand the importance of selling a brand, not just a product, and the positive public opinion that can come from being associated with environmentally friendly practices.