The Greatest Generation

Integrated Brand Campaign

Opinionated partnered with Seventh Generation on an integrated campaign to drive home the company's brand purpose. Based on the Iroquois philosophy that one consider the impact of today's actions seven generations into the future, the campaign recognizes the climate crisis as the single greatest threat to future generations. Using an all-channel roadblock of the State of the Union as a launch platform, the work draws a parallel between the "greatest generation" who survived both the Great Depression and World War II and today’s young people fighting for their own future. Featuring images and audio of President Franklin D. Roosevelt’s 1943 State of the Union address juxtaposed with modern day climate-change activists, the campaign poses the idea that climate change is this generation’s problem to solve, but the solution will be its legacy.

The New York Times

February 4, 2020

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