The campaign “Eart4” (or “Terr4” in its original Portuguese), which launched an IPO for Planet Earth on the Brazilian stock exchange, was honored with Grand Prix in the Creative B2B category at Cannes Lions on Wednesday.

The effort was created by agency AlmapBBDO for B3, the Brazilian stock exchange, as part of a campaign to encourage new signatories to the UN Global Compact. The initiative was inspired by the publication of indicators by the Global Footprint Network and the WWF which sounded the alarm about global exhaustion.

The initiative treats Earth like an actual company. It has its own institutional website and annual report. On the website, people can watch the symbolic value of its stock fluctuate in real time—it monitors news sources in Brazil and abroad, and with each piece of news about climate change, inequality or other socio-environmental issues, the price goes up or down depending on its impact on the planet.

Perhaps most important, the effort is being recreated on other major stock exchanges around the world.

“What an audacious idea that is,” said Tom Stein, chairman and chief growth officer at Stein IAS, Global, and president of the Creative B2B jury. “You wait and hope for that ‘Oh my God’ moment [while judging], and we had that here. The memorability of it is powerful. And think about the systemic impact it can have—the leading Brazilian stock exchange launching an IPO for Planet Earth that’s now being repeated on other stock exchanges all over the world to drive hundreds of businesses to sign up for the UN Global Company. It’s a fantastic idea, beautifully integrated, with fantastic results. And it leaves you with what the potential for B2B truly is.”

There were two Gold Lions given out in the category. One went to Ogilvy for Workday’s “Rockstar” Super Bowl spot. The other went to Dentsu Creative for Intel’s “Certified Human” campaign.