FORTESCUE
Fortescue is a an integrated green technology, energy and metals company. They make Green Hydrogen, which is one of the only energy sources that can power industries without fucking the planet.
But they have a sordid past. Fortescue was founded by an Australian mining tycoon. His nickname is Twiggy. Which meant our fundemental problem was getting culture to embrace and acknowledge Fortescue’s [and Twiggy’s] intentions.
We were asked to create a long-term, sustainable creative strategy designed to build a universe for Green Hydrogen. We landed on a basic premise – or call to action. We left that up to interpretation.
‘Unfuck the Planet.’
My Role: Strategist
Supporting the team in uncovering insights, building out the positioning and selling in the concept of a cartoon scientist to an energy company.
The Beacon of Hope
The first thing we did was change Fortescue’s logo.
Just like a Michelin Star is the sign of a globally renowned restaurant, we wanted Fortescue’s symbol to become a universal emblem of zero-carbon endorsement.
So we did some guerilla marketing. Using some not so legal tactics, we paid a guy with a sizeable projector to light up significant buildings in major centres across Europe, broadcasting our beacon of hope and launching Fortescue’s new messaging.
Just like a Michelin Star is the sign of a globally renowned restaurant, we wanted Fortescue’s symbol to become a universal emblem of zero-carbon endorsement.
So we did some guerilla marketing. Using some not so legal tactics, we paid a guy with a sizeable projector to light up significant buildings in major centres across Europe, broadcasting our beacon of hope and launching Fortescue’s new messaging.
FFI x Rick and Morty
Part of our long-term strategy was to get in to the hearts and minds of youth culture – those who will be our biggest advocates, if we get it right.
And turns out, who they trust is a drunken, animated scientist with a dirty mouth.
We used the global megastar of Rick and Morty - one of the world’s top animated series – to teach the world about Green Hydrogen.
The global branded entertainment idea saw him physically pop up from Malibu to Mexico City, battling a plague of space-worms in a hydrogen-powered ‘killing’ suit.
John Kerry called our client and said “he loved it”.