Biocoop is the first retailer of organic food in France. It has been founded by farmers and consumers truly committed to a greener and more responsible planet. Biocoop asked us to raise awareness about their uncompromising ethics and philosophy. Our campaign needed to stay true to their DNA.The idea was to produce the first eco-friendly integrated campaign ever.We had to rethink every single production detail from scratch and find green innovative ways to address every touchpoints.Plane transportation, use of actors, postproduction or digital retouching were banned. We took special care to control the origins and compositions of all devices, built some of them when needed, reused old techniques to shoot prints and films, and invented new ones on the Internet and social networks.Global overview:7,312 total tweets by 5,733 users10,421,251 impressions on Twitter only98 % positives mentions+ 156 000 visits on Twitter profile+ 2300 followers1455 tweets including the word «genius»