The brief
More conscious spending
Vivi Verde represents the most sustainable line of Coop's offering, a wide range of certified organic and ecological products created by Coop for the well-being of people and the Planet. Our goal - to reposition the brand as a benchmark in the area of sustainability and to promote a cultural shift towards more conscious consumption.
Strategy
The environment is you
At the core of the campaign is the copy strategy “The environment is you”, which fits into Coop's main positioning while enhancing its more sustainable soul. Our strategy starts from an important awareness: one out of two Italians has unclear opinions about sustainability, and almost no one understands the meaning of organic or ecological, not to mention what differentiates organic products from conventional ones. That's why we chose an educational approach to raise and create awareness, by choosing to inform in an engaging way, with a language inspired by young activist movements and inviting action.
Campaign
What about you, Vivi Verde?
It only takes a little to live green. This is the mindset change we chose to promote through our integrated campaign, which revolves around a simple question: And you, do you live green? (Vivi Verde in Italian). The result is an integrated communication project that focuses on an inclusive narrative in sheer Coop style, whose protagonists are all the people for whom living on a healthy planet means well-being and small daily choices, starting with everyday shopping. The campaign, country-wide and in all Coop POS, was declined with a series of activations outside the stores, through guerrilla and unconventional OOH activities.
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