Is This the World's 'Most Eco-Friendly Campaign Ever'?

French organic grocery chain Biocoop went all out to prove its environmental credentials by trying to create "the most eco-friendly campaign ever."

Agency Fred & Farid Paris created posters by taking photos with a traditional pin-hole camera and using vegetable paint to put graphics on by hand -- but that's not all. Staff had to use bikes to get to the shoot and slept in eco-gites, eating only organic, locally-produced food. Films were shot on traditional film and edited by hand.

If this sounds like just stepping back a hundred years, Fred & Farid also tried to take a "green" approach to promoting the campaign digitally, with a "lightweight" interactive website that only takes up 3MB and by "recylcing" old tweets rather than composing new ones.

The agency says the campaign used three times less CO2 than if it had been produced normally. It also got Biocoop more than 10 million impressions on Twitter.