Gravity London are committed environmentalists gaining the ISO 14001 accreditation this year. As part of its ongoing environmental policy it ran an internal campaign to staff to encourage environmental participation. This resulted in employees creating leading edge design solutions that were evidence of its environmental attitudes and commitments. The concept was centered on engaging people internally so Gravity could engage with clients externally. The challenge was embraced and everyone produced some amazing work outside of office hours on their own time. Thus showing dedication and leading to the success of this campaign.
Background
Gravity London has a firm commitment to environmental issues. Its whole environmental policies have been created in conjunction with its staff and in many cases led by its staff. Gravity people are very passionate about the role it plays in society and how Gravity can improve The world’ for the greater good. It forms part of the Gravity Global CORE’ philosophy of Community, Opportunity, Results & Environment.
The challenge of the campaign was to get Gravity people to identify ways in which Gravity could improve its environmental credentials, activate the resultant thinking so the internal campaign had outside reach. In essence can Gravity do something, great, practical and creative that sends a message to its clients, suppliers and future employees.
Strategy
Trying to communicate to staff in a busy agency en masse is almost impossible so Gravity used an E-Meet’ strategy. Emails were sent to staff and followed up by meetings. Meetings were then followed up by progress emails. At all stages staff were encouraged to keep thinking and share ideas. The combination of the meetings and emails proved to be very successful with people desperate not to miss the meetings. After a period of four weeks the ideas that had the strongest potential were placed on the table and Gravity Staff voted for the idea they thought fitted the brief the best. This low-cost and inclusive way of working is something that it is now promoting across Gravity’s client base for internal campaigns and staff engagement.
Solution
The campaign generated ideas that highlighted where Gravity can improve its environmental efforts as an agency and at the same time promote the environmental stance the agency has. Agencies spend thousands of pounds each year on art bags and portfolios. These can be made from many different materials but most are not manufactured with the environment in mind. Agencies leave art bags with clients to hold work, they go missing because people don’t like to carry them home and they
cost a fortune. Gravity’s internal c

ampaign resulted in a creative solution to the art bag issue. Gravity staff designed an eco-friendly solution that is now used in all Gravity agencies around the world.
The Gravity EcoCase’ is used to house agency creative presentations where an electronic solution is not viable. The case is multipurpose in that it has punched out and perforated sections that form a Seed-tray and Recycle Bin’ and still operates as a folder once the card has been punched out. The card can also be recycled again. Also supplied with the EcoCase are some seeds, compost and instructions on how to grow your tree. Once the tree has grown the EcoCase beats its own carbon footprint many hundreds of times. Gravity’s internal campaign of E-meets’ proved to be a exceptionally good method when looking to create fertile creative thought and collaboration internally.
Target Audience
All Gravity staff
Media
Internal email and internal meetings combined
Timescale
Six weeks
Budget
£10,000
Results
An amazing collaboration of Gravity Staff getting behind the campaign objective of trying to find ways to improve Gravity’s environmental credentials yet provide an outward facing result that demonstrates Gravity’s environmental commitment. The creation of an environmentally sound piece of design that engages staff and clients alike.
The creation of a desire for staff to keep thinking and bring ideas to the table that will help Gravity engage environmentally.
Clients love to receive Gravity’s EcoCase’ and it have been approached to build a version for a sales force to improve thier environmental credentials. Feedback from clients is amazing and staff feel proud that Gravity did it and made it happen.
Client Testimonial
“I love my Gravity EcoCase it’s very clever. I love the way you can grow a tree and still use it as a folder. The little desktop bin is really sweet too.” Jennifer Whiteford – Investec
Staff Testimonial
“The Gravity EcoCase took us a while to get to. There were loads of ideas we had about how to communicate our environmental stance but this just seemed really cool. The whole agency got involved and it was a really great thing to be involved with. We are looking at some of the other ideas now on how to keep the momentum going.” Mark Jones – art director – Gravity