A net zero transition campaign

Arcadis It's Time

The Challenge

To coincide with their 2020-2023 strategy, Arcadis asked us to develop a campaign message.

Arcadis have a strong track record in sustainable design and engineering, but they weren’t seeing cut-through with their messaging.

The decarbonisation of the global energy system –  at the speed required to prevent disaster – is the greatest challenge the sector has ever faced.

It’s a race that will be won or lost this decade – every market in our study must half emissions by 2029, most within the next four years.

At the time of commission, our research showed that many organisations were committing to a plan but did not have clear plans in place that were understood by respective leadership teams.

The Solution

We spoke to heads of sustainability and academics in the sector about the way sustainability was being communicated.

This helped us to identify 10 themes that would inform campaign development. We focused on emotive versus rational messaging, and on appeals to individual action versus collective action.

Testing revealed that a balance of urgency and positivity was required to turn heads.

It was clear that now was the time for Arcadis clients to act - to unlock a transition that would be good for the natural world and the people who live in it.

It's Time!

We used the core messaging and a campaign to coincide with the launch of a special Arcadis report: Supercharging Net Zero.

Our challenge was to create core messaging and a campaign for the energy sector, to highlight the importance of the energy sector supercharging their transition to net zero – so others can follow.

Visualising urgency

The visual expression was defined by two lines emanating from a single point, just like a clock, intersecting with an image. The angles could be different every time, but would always be expressive of diminishing time and the urgency of the situation.

The Result

We developed and delivered a narrative, messaging and flexible campaign assets that told the story in a clear, compelling and urgent way.

The aim of the campaign was to highlight the sense of urgency, drive awareness of the report and firmly position Arcadis as the partner who can inspire investment, call governments to action and set out a roadmap to deliver a transition that works for people, profit and planet.

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