“We had all the research and data to back up our goal, but for us to scale, we needed to tell our story in a more impactful way. LG2 understood our vision and created a campaign that took all the complexity of our work with supply chains and made it as urgent and moving as our cause.”
Nicole Rycroft
Founder and Executive Director, Canopy
Canopy is a solutions-driven, environmental non-governmental organization (ENGO) with an incredible mission: to transform supply chains by using low-carbon, low-impact solutions so our world’s climate-critical forests don’t end up as packaging and textiles. To do this they need to inform brands and investors of the benefits of a circular economy, raise funds for scaling new technologies and make clear the devastating effect linear manufacturing processes have on our forests, species and the climate.
Canopy enlisted LG2’s help to launch their latest campaign, NEXT GEN NOW, with the goal of saving the world’s most climate-critical forests from becoming viscose or packaging by replacing them with recycled alternatives. Their target: replace 60,000,000 tonnes of waste by 2033. LG2 created the campaign platform, including its signature name, as well as a manifesto video and microsite with powerful data visualizations to strengthen the ENGO’s message and get brands, manufacturers and investors on board.
Keeping it simple
Simplicity and impact are at the core of the visual platform. The campaign signature is straight to the point: NEXT GEN NOW. We coupled it with a striking visual identity rooted in the exact thing Canopy’s solutions help protect: the earth.
The lime, black and white colour palette is minimalist and vibrant while still earthy. Tree rings are used throughout the site and video as a key visual and are both a reminder of the forests the ENGO is trying to protect and a metaphor for the relation between nature and time. Bold sans serif fonts lend the campaign slogans weight while also displaying well on both desktop and mobile. Wherever you view the campaign, Canopy’s big, bold message shines through.
Scrollytelling the message
While Canopy’s mission is clear, supply chain management is complex. Using scrollytelling, the microsite breaks down Canopy’s manifesto into a what, how and who with animated text and visuals. The interface features graphics that look like torn paper, infographics, environmental photography and videos, in addition to links to additional information throughout. Scrolling through the page also reveals more facts and figures about the positive outcomes of circular manufacturing solutions for the environment.
Putting NEXT GEN solutions on the map
To show the world how Canopy’s solutions can create immediate change, we put NEXT GEN solutions on the map, literally. The microsite features an interactive 3D map built with WebGL that takes data visualization to the next level.
The map includes several interactive filters to demonstrate the concrete effects NEXT GEN solutions can have on our world over the next 10 years, including:
Amount of greenhouse gas emissions eliminated
Levels of agricultural and textile waste prevented
Number of environmental jobs created
Funding a fibre revolution
Creating NEXT GEN NOW was essential to bring the organization’s action plan to life for Canopy’s future partners and investors. And the results speak volumes. The microsite has drawn visitors from over 100 countries and 25% of users interacted with the map. Most importantly, the microsite has resulted in an increase in donations which fund Canopy’s work of facilitating groundbreaking solutions to transform take-make-waste supply chains into circular and low-carbon alternatives.
Client
Canopy is an international environmental not-for-profit dedicated to protecting the world’s forests, species and climate, and supporting the advancement of Indigenous communities’ rights by harnessing the power of the global marketplace.
They work with more than 900 brand partners and the world’s savviest innovators.
