ICE
Shaping Zero: Towards net zero carbon for infrastructure
Sectors
Sustainability & Infrastructure
The brief
The 156th President of the Institution of Civil Engineers (ICE), Rachel Skinner, came to us with a proposition. It was the height of the pandemic and she needed a different way of approaching the traditional live presidential inauguration in order to communicate her message: Net Zero.
A message for our times
We worked closely with Rachel to develop Shaping Zero, a programme devoted to demystifying net zero carbon and provoking action to achieve a 50% reduction in emissions by 2030.
Our approach
Wind & Foster recognised that the key was to keep it simple. We discovered that many business leaders in 2020 weren’t clear about what Net Zero means and that this misunderstanding was undermining the industry's efforts to change.
Watch Shaping Zero
The campaign was spearheaded by a documentary presented by ICE President, Rachel Skinner, who frames the debate and paints the climate change conversation with contributions from Sir Ranulph Fiennes, Amber Rudd, Sir Tim Smit, Lord Deben and The Mayor of Los Angeles.
The results
The film reached infrastructure professionals, senior politicians, lawyers, financiers, teachers, parents and children around the world. The President of ICE, and presenter of our campaign, Rachel Skinner, was awarded a CBE and her call to action created real change on the ground.
Developing a brand
Shaping Zero is not just a film; it's a clarion call for urgent action translated into a highly shareable suite of high impact assets. As co-authors of Shaping Zero, Wind & Foster is now supporting the ICE in leading the content creation over a 5 year programme.
Related Projects
KPMG
HDR
WSP
ICE
WBCSD
Expedition
United Nations
Transport for London