We changed how Hartwall talks about sustainability

Consumers are into making more responsible choices, but often find it a bit of a hassle. Meanwhile, big companies tend to talk about sustainability in a formal, boring, and uninspiring way. Especially among the 18-34-year-old target audience. It was time to shift into a higher gear – from issue-centric to people-centric.

You don’t always have to be smart when talking about smart actions. That’s why Hartwall spiced up its sustainability communication a bit. When they turned their beer and beverage production’s carbon footprint to zero, you can say that the whole operation became senselessly footprintless (The term ’footprintless’ translates to ’jäljetön’ in Finnish, which bears a resemblance to the word ‘senseless’). And when Finns’ favourite drinks are made “senselessly footprintless” the news had to be shared in an equally senseless way. And so all executions on every surface and channel became pretty much senseless too.

The “Pretty Senseless Action” campaign was crafted by Hartwall to highlight the carbon neutrality of their beverage production memorably, spreading across multiple channels. Alongside the wordplay, a visual identity was designed to complement the concept’s ”vanishing act” and support senseless messages.

The pretty senseless video clips provided an in-depth look at their recycling processes, while a print ad turned the old sustainability report pretty senseless too. Moreover, the same story ventured out to share key figures about sustainability on social media.

All in all, a pretty senseless campaign showed, that sustainability communication can be made more creative and fun – even a tad senseless if needed.