Campaigns

JadeBlue and FLS Creatives ignite awareness with innovative billboard campaign on world environment day

The billboard campaign highlights the growing concern on climate change amidst record breaking heat wave

Published

June 5, 2024

As India grapples with a brutal heatwave fueled by the global El Niño effect in 2024, JadeBlue, a leading menswear retailer, has taken a scorching approach to raising awareness on World Environment Day (June 5). Their innovative billboard campaign, conceptualised and executed by regional agency FLS- Fresh Lime Soda Creatives, is sure to spark conversation.

The billboard features a chef, sweating profusely, baking a pizza outside his window rather than in the oven. The headline says, “So hot! You can bake outside. Let’s cool the planet by planting more trees” This thought-provoking visual metaphor highlights the growing concern over rising temperatures and the need for eco-conscious actions.

FLS- Fresh Lime Soda Creatives is no stranger to impactful environmental campaigns. For the past 18 years, they’ve been a driving force in crafting powerful messages for World Environment Day. This year’s collaboration with JadeBlue perfectly aligns with the brand’s commitment to social responsibility.

In a commendable CSR initiative, JadeBlue recently adopted four percolation wells in the city. These wells help to reduce water logging and promote groundwater recharge, a crucial step towards water conservation during these scorching summers.