Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

Describe your Webby-nominated project. What’s the elevator pitch?

We are sending polluted air caused by dirty diesel in Africa back to the seller in Switzerland.

Why this particular cause as the subject of your project/campaign? Was there a moment that inspired it?

Swiss oil traders are getting rich by poisoning African populations with cheap and dirty fuel. This malpractice was discovered by Swiss NGO Public Eye.

What concerns were there about pursuing this idea? How did you get past them?

Trafigura and other oil traders are powerful companies with a lot of friends in politics and a strong international lobby.

What was the most rewarding aspect of working on your project? What did you learn in the process that you didn't know/expect going into it?

Several national governments decided to strengthen their laws as a result of the campaign, rendering the traffic of dirty diesel illegal.

What real-world impact were you hoping to make with this project? Did the real-world impact meet your expectations?

We hoped to reduce the air pollution in the concerned countries. The real-world impact exceeded all of our expectations.

Did your team have a specific “breakthrough” or “a-ha” moment while formulating or executing this project?

When we realized that it was actually possible to send a container full of polluted air back to the perpetrator.

Was the tech/medium you chose crucial to conveying your message? If so, why?

Yes, because we needed WEBGL to visualize the progression of the ship in real-time through AIS vessel tracking.

What was the most significant challenge that arose during your work on this?

We did not know what the legal consequences of our actions would be in Switzerland, and our container spent three weeks on the open sea before arriving in Europe.

How will you use technology in future work to create inspiring, cutting-edge projects that also make a difference in people’s lives?

We are continuing to use the technologies we elaborated for Return to Sender in new campaigns for Public Eye and other NGO's.

Credits

  • Creative Director / Partner Samuel Textor Freundliche Grüsse
  • Creative Director / Partner Pascal Deville Freundliche Grüsse
  • Creative Director Res Matthys Freundliche Grüsse
  • Copywriter David Elmiger Freundliche Grüsse
  • Art Director Alain Aebersold Freundliche Grüsse
  • Art Director Nadine Mojado Freundliche Grüsse
  • Graphic Designer Sean Dünki Freundliche Grüsse
  • Planner Michael Benz Freundliche Grüsse
  • Programmer Erwan Eydt Freundliche Grüsse
  • Chief Operating Officer / Partner Patrick Biner Freundliche Grüsse
  • Project Manager Stefanie Schmid Freundliche Grüsse
  • Director / Producer Alexander Meier Meier Production
  • Cameraman Derek Stierli Meier Production
  • Copywriter Daniel Gremli Freundliche Grüsse

About the Best Cause Related Campaign (PR) category

Best, most innovative, effective or creative PR led campaign created for a brand on behalf of a societal cause.