Earth’s Most Powerful Tool

Every year, Cannes Lions hosts a competition open to all its attendees called The Brief. For its third iteration, the challenge was to unite the creative industry in driving meaningful action against climate change.

We developed a campaign that empowered creative individuals to rewrite the planet’s future using a simple yet powerful tool—the pen.

This idea won us a third place.

We asked ourselves a simple question: What if we put the power to tackle the climate crisis directly into the hands of our audience?

In the lead up to COP28, the world’s largest conference for climate action, we will send a special box curiously labelled ‘Humanity’s survival kit’ to creative and communications agencies worldwide. Addressed to influential creative leaders with a proven commitment to sustainability, this box serves as a call to action.

Inside the kit however, only one tool will be found: the pen.

We remind these leaders that the pen has the power to change the world. The letter is an ode to communications, as well as an invitation to sign the pledge to join the coalition and help rewrite our planet’s future. A QR code leads them to a landing page where they can learn more and get involved.

Over the next few days, we’ll dominate the event and remind people what this pen can do, from installing eye-catching emergency climate crisis displays around the venue to sharing unboxing videos across social.

On the final day of COP28, we’ll host an exclusive networking dinner for creative leaders to mark the start of their involvement with our coalition, EPIC. This is where the mission comes to life. We’ll invite them to sign the pledge and use the pen to spark real, lasting change.

Though we didn’t win, the global jury gave some promising feedback. “Strong presentation, relevant insight.” one jury said. Another one commented, “Empowered audience with one central idea.” Another praised it saying, “It’s executable. Good symbolism. And loved the ‘break in case of emergency’ stunt.”