Travellers increasingly want to make green choices, and information about where and how to pursue the most sustainable option has become highly sought after. As Europe’s Green Capital for 2019, Oslo had a unique opportunity to present itself as a destination where these choices are easy to make without any need to compromise.
In a series of short social media films, our goal was to inspire not just the environmentally conscious traveller, but all travellers. The films had to highlight the ways in which Norway’s capital had developed sustainable solutions for travel, food and cultural experiences without any moralising.
From garbage art installations and bikes built from recycled parts to saunas made entirely from driftwood and restaurants serving only rejected produce, Oslo is a city that knows how to salvage its waste.
More than just sustainable solutions though, these initiatives have inspired meaningful experiences that locals and tourists can enjoy first-hand. They also serve as educational tools to prompt people to consider their own choices and actions.
With these unique ‘recycled’ experiences present throughout the city, we decided to make them the primary focus of our films, proudly proclaiming to the world that Oslo is rubbish.
The objective of the series was to increase interest and raise awareness of Oslo as a green city that catered for travellers seeking a sustainable holiday destination. To this degree, the number of impressions was a considerable measure for the success of this campaign. On this front, the entire series achieved over 13 million impressions across all international markets (UK, Sweden, France, Germany, Netherlands & Denmark).
The films prompted high levels of engagement and an overwhelmingly positive response in comment sections across YouTube, Facebook and Instagram.
In addition to this, the series claimed runner-up spot at the 2020 Travel Marketing Awards.