Behind The Work

CONSUMING BETTER

Senior Writer and Editor
Hannah Lindley joined Havas Group in October 2021 as a Senior Writer and Editor. She has a background in corporate reputation management, journalism, and creative writing.
Greenweez has made it its mission to make organic and responsible consumption accessible to as many people as possible for over a decade. Now, the company is developing its graphic identity and bringing in a dose of humour with the release of a new brand film created in partnership with its agency ROSA PARIS and Remind PHD. We spoke with Gilles Fichteberg, co-founder of ROSA PARIS, about the campaign for this edition of Dare!.

Can you talk about Greenweez’s business model and why it’s so important?

For the past 13 years, Greenweez, a European leader in the sale of organic and eco-responsible products online, has made it its mission to make organic and responsible consumption accessible to as many people as possible.

Today Greenweez offers more than 125,000 organic and eco-responsible products all selected according to strict criteria. For each everyday product, you can find an eco-responsible alternative (organic, vegan, made in France, second hand, zero waste, sustainable…) on Greenweez.com.

How did you concept this new identity and how is it different from the previous one?

Greenweez is evolving its graphic identity with a new logo designed by ROSA PARIS, which reflects its desire of becoming a more modern brand while still holding on to its green roots and concern for protecting the environment.

The bee (the weez of Greenweez), a symbol of biodiversity, remains the central element of the logo. Ultimately, the new identity reflects Greenweez’s dynamism and modernity, with colours and a natural look that adheres to the brand’s DNA and its strong ecological values.

“We created a film that uses humour and comedy to convey a simple message that can be summarised by the campaign’s claim: No need to stop consuming to consume better.”

How did you come up with the campaign to promote this identity?

This year, the brand is going further and is returning to TV with a new explosive campaign aimed at outlining the full extent of the Greenweez offer. This new film features a community that has chosen an ultra-environmentally friendly lifestyle, mostly through a zero-consumption approach. And within this community, one family stands out in particular as they enjoy a house equipped with all the modern comforts. How can this family be accepted in this community? Because they buy all their products on Greenweez.com!

We created a film that uses humour and comedy to convey a simple message that can be summarised by the campaign’s claim: No need to stop consuming to consume better.

What have the results been of the campaign so far?

We’ve received very good initial feedback via social networks, where the film was shared and commented on a lot. There was also a lot of coverage in the media, including international media; however, it is still a bit too early to analyse the business results for the brand – so more to come!

What’s next for Greenweez?

Greenweez will continue to develop its offer via the deployment of its marketplace. Its ambition is to offer more than 250,000 eco-responsible products by the end of the year, with new categories such as fashion, consignment and rentals. Stay tuned to learn more!

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