India – Technology company Dell is empowering Indian youth to think boldly about sustainable innovation, through its Dell Futurist programme. Running in partnership with creative agency The Glitch and colleges and universities across India, the programme’s latest challenge prompted students to think about the ecological future of their nation. The resulting project saw five winners co-create a 35-feet installation in Delhi, considered as the ‘most sustainable mural’ due to its use of carbon and pollutant-filtering ink.
Arriving in a city with one of the worst air quality indexes in the world, the aim of the project is to draw attention to the severity of pollution, as well as inspire young people to take action in creating a more eco-conscious environment. ‘We didn’t want to create a token campaign that hypes the problem of pollution,’ says Varun Anchan, associate vice-president of The Glitch. ‘For us, it was important to build sustainability into the mindsets of students and show them that they can make an impact on the world.’
As people become more aware of the environmental damage caused by advertising, brands and agencies are challenging the sector by launching more sustainable alternatives.
Advertising agencies must shift their strategies to prioritise eco-conscious efforts. Invest in materials such as carbon-filtering ink to benefit the areas where your ads will be placed