To build a better working world.

C-suite tenures are short and getting shorter. They’re hesitant to start any transformation where they won’t get to ‘cut the ribbon’. Instead, they focus on short-term shareholder value, often leaving any genuine movement towards Net Zero making its way to the backburner, which is bad for everyone.

In response, EY developed the Centre for Net Zero (CNZ), a specialist offering which delivers both the strategy and the roadmap for companies. Before EY could get traction for the CNZ, they had to overcome a brand problem. C-suite decision-makers saw EY as smart and strategic but they lacked confidence in EY’s ability to implement those smarts.

3rdspace was charged with closing this ‘Advice’ to ‘Execution’ gap.

There’s an imbalance between short term business goals and long term survival of the planet. C-suite executives have no motivation to make the change now when the upside won’t be in their tenure.

3rdspace developed a campaign idea built on a human-centred emotion. An idea that connects with the C-suite audience at a deeper level beyond their everyday business role. A level that’s based on a hardwired human instinct.

Let’s ensure our planet not only survives but thrives.

We reframed the narrative from an either/or discussion around the economy or the environment, to an inclusive win, win, win storyline. We showed how a win for the planet can be a win for the economy, society and business.

To communicate this in a language and metaphor the audience would instantly understand, we created the campaign idea of the ‘Flow-on economy’.

We designed how flow-on economics work: a powerful multiplier effect that optimises when more businesses come on line, working towards the same big goals around sustainability. The more they do and share openly helps create momentum and a flow-on effect that assists other businesses to move faster, helps communities and the planet.

Development of the campaign idea and strategy.

Production of a hero film including a bespoke music score. Our visual language centred around rivers as a metaphor for business. Our film communicated how no business can be an island if we are to save the planet, they need to work with others. The old way is drying up, we’ve got to find the new streams, which can become rivers and big blue oceans of sustainable opportunity. EY’s expertise helps them at every stage of their journey from strategy to downstream implementation. Our film ends with some bespoke CGI of the flow on effects of our new economy, a healed earth breathing life back into the planet.

Development and production of the Flow-On hero film

Additional films included the Flow-On Net Zero film and Flow-On Space Tech film

Phase #1 results

This campaign worked and here’s why. It’s very distinctive and differentiated for a B2B C-suite campaign. Look in your LinkedIn feed and you’ll see talking heads and bad text graphics. We gave LinkedIn feeds a stunning hit of nature and a story that made the audience want to watch and know more.

• Over 330,000 completed video views

• Nearly 3,000 video engagements on LinkedIn

• 10,600 clicks through to the campaign hub