Step into The Sunshine - Lindeman's Carbon Absorbing Murals
Treasury Wine Estates’ Australian wine brand, Lindeman’s, has stepped into summer with a brand new integrated marketing campaign, Step into The Sunshine.
Earlier this year, the brand launched an innovative marketing campaign to drive awareness of its Carbon Neutral certification and drive relevancy and consideration of the brand.
Officially launched in London and Bristol, the Step into the Sunshine campaign includes the creation of carbon absorbing canvas murals, developed by talented street artists, Nerone and Jody Thomas. By using carbon absorbing paint, the murals help to clean the surrounding air within these bustling city centres.
The murals will be gifted to community centres as a way to spread positivity and continue cleaning the air beyond completion of the activation. They will absorb an incredible 2.6kg of CO2 from the atmosphere – this is approximately more than an average adult tree absorbs in a month.*
Lindeman’s has recently become one of the first Australian wine brands to have its product range certified Carbon Neutral by the Carbon Trust.
In May, Lindeman’s launched its ‘Buy one Plant one tree’ activation as part of the wider campaign, featuring in Tesco, Morrison’s & Asda stores. For each bottle of Lindeman’s sold within a certain time period, the brand pledged to plant a tree. Through this activation, Lindeman’s aimed to plant an additional 317,000 extra trees over a period of 3 months, and above the reforestation the brand did to become carbon neutral.
Lindeman’s has also invested in a range of carbon positive projects to help offset CO2 emissions, including solar and wind baser power and reforestation projects. These have resulted in carbon savings of 45,394 tonnes, which is the equivalent of taking approx. 32,000 cars off the road for a year or the equivalent carbon absorption of over 2m trees annually.
*https://www.usda.gov/media/blog/2015/03/17/power-one-tree-very-air-we-breathe
