An environmental start-up wanted to become the go-to brand for sustainability in the Spanish speaking world. This is how we helped.
OBJECTIVE identify the most promising positioning and design the brand identity.
CHALLENGE an improvised brand, tiny budgets, a crowded market.
INSIGHT the environmentally passionate were already onboard. To acquire scale, Sustentator had to recruit the 99% who were turning a deaf ear to the depressing news of melting ice caps and climate change.
SOLUTION first we re-positioned Sustentator as the Pragmatic Optimistic: when speaking of commuting by bike for example, we went from talking carbon footprint to calories lost and money saved instead.
Then we designed the brand identity, with a clear brand architecture: the Sustentator master brand on top, supported by distinct B2B and B2C business units, each with its own branding and online presence.
Today Sustentator holds annual conferences, provides solar energy solutions to an ever-growing number of farms and houses and LifeGuard stations along Argentina’s coast.
Facebook fans jumped from 5,000 to over two million and counting.
Chaco was hired to help the Kingdom of Saudi Arabia accelerate its transformation from carbon to knowledge based economy
OBJECTIVE develop a taste for science and the media arts among the Saudi youth (47% of the Kingdom’s population is under the age of 25).
CHALLENGE incentivising teenagers to study is hard. Doing it in a culture where oil-fueled wealth is taken for granted is even harder.
INSIGHT studying isn’t cool anywhere. But “success on my own terms” is.
SOLUTION promote the idea that “it pays to know” with a weekly TV show where a mixed gendered team (a first in the Kingdom) of 2 hip-looking boys and girls compete to solve challenges and demonstrate everyday applications of science and creativity
Additionally, Chaco created a series of 20” quiz videos, each aired only once. The questions ran at the start of the commercial break, inviting the audience to answer them via Twitter for a chance to win 200 Saudi Riyals in cash. The correct answers were then revealed before resumption of the show, along with the names of the winners with the line: “it pays to know”. Here are the English versions.
DNA, part 1
H2O, part 1
DNA, part 2
H2O, part 2