{"id":76396,"date":"2021-06-25T10:01:53","date_gmt":"2021-06-25T08:01:53","guid":{"rendered":"https:\/\/thegoodwins.de\/?p=76396"},"modified":"2023-03-29T17:59:02","modified_gmt":"2023-03-29T15:59:02","slug":"ebay-kleinanzeigen-liefert-offiziell-den-hot-shit-beim-klimapositiven-marketing","status":"publish","type":"post","link":"https:\/\/thegoodwins.de\/en\/ebay-kleinanzeigen-liefert-offiziell-den-hot-shit-beim-klimapositiven-marketing","title":{"rendered":"Ebay Classifieds officially delivers the \"hot shit\" on climate-positive marketing"},"content":{"rendered":"

via Santiago Campillo-Lundbeck Horizont<\/span><\/a><\/span><\/p><\/div>

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Marketing for Future \u2013 am Abend des 24. Juni wurden zum zweiten Mal die Preise in einem Wettbewerb verliehen, der Marketing zu einer Kraft gegen den Klimawandel machen will. Einziger Goldpreistr\u00e4ger des Abends war Ebay fu\u0308r seine Werbekampagne „Lass uns Handeln“. Die Jury hatte in diesem Jahr die Auswahl unter 20 Kandidaten zu treffen, die es auf die Shortlist geschafft hatten. Und der offensichtlichste Unterschied zum Vorjahr: Unter den Bewerben befanden sich zahlreiche Projekte aus dem Werbe-Mainstream.<\/span><\/p><\/div>

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For an award that is just in the second year of its existence, the Marketing for the Future Award afforded itself remarkable standards. While at Cannes Lions the lions are just tumbling, here the jury awarded only once gold and silver in the category \u201cHot Shit\u201d (Ebay Kleinanzeigen and Ben & Jerrys) and twice bronze (Veganz in the category \u201cKnow the Score\u201d and Runamics in the category \u201cStart Now\u201d). The jury also awarded honorable mentions in two other cases.<\/p>\n

The standards of the award, which is supported by an association, are high. Marketing should no longer just be the turtbo for climate-damaging consumption, but become the motivating accelerator of a climate-positive consumption landscape. Founder Jan Pechmann put it this way at the 2020 launch: \u201cIn the past, we made people seriously believe that cigarettes were the epitome of coolness, SUVs made our lives more adventurous, and mineral water only tastes good when it comes from bottles. Marketing is a powerful force. It's time to harness it for the future.\u201d<\/p>\n

That\u2019s also expressed in the design of the award. Instead of judging by different media channels, here marketing is judged by its effect: \u201cHot Shit\u201d is for work that portrays climate-positive behavior as attractive and worthy of emulation. \u201cStart now\u201d is for work that represents a pragmatic, first step. And \u201cKnow the Score\u201d is for work that makes the consequences of climate-damaging consumption vivid and understandable.<\/p>\n

The award is a class reunion and exchange forum for the doers, but it is also intended to provide others with concrete examples to change their own marketing. The award explicitly sees itself as a platform to talk about the insights from the cases and to discuss future strategies. To this end, the award ceremony was accompanied by a discussion of best practices, a virtual exhibition and other networking opportunities.<\/p>\n

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Next week, there will also be a Marketing for Future online camp, where the focus will be exclusively on knowledge transfer.<\/p>\n<\/blockquote>\n

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