It’s one thing for a French energy company to hijack the Union Jack for greenwash purposes but to take the ad campaign (or something very much like it) of a genuine green electricity company, Ecotricity, has really inflamed green minded consumers.EDF’s sponsored Green Britain Day is taking place on Friday, July 10th and has been positioned as “a community aimed at harnessing the power of collective action”. Seems they have created another community aimed at harnessing the power of collective action - true greens are organisisng a boycott and calling it the EDF ‘Greenwash Britain Day’ and are urging politicians, musicians, sportsmen and the public not to be taken in and to 'unplug EDF'.Those in the green space have already started a campaign against EDF (Electricite de France), check out GREEN BRITAIN DAY group on Facebook, and are urging people to complain to the ASA about EDF’s claims.When I saw the posters, a green Union Jack, I was a bit shocked. The original green Union Jack ad was created by Robin Smith of Host Universal (a specialist ethical agency) for Dale Vince’s Ecotricity back in 2007 and is well known in green circles, though obvious not by creatives at EDF’s agency. Had Ecotricity given it to EDF or had EDF just nicked it? Seems the latter, though they’ll blame the agency I am sure. If so I’d ask for the fee back and maybe EDF would be ethical enough to pay it to Smith instead.Of course it’s not the first time EDF have recycled someone else’s idea. Their TV ad made from recycled ads was actually a copy of St Luke’s Ecover ad, which was ironically created by Smith’s wife Kiki Kendrick. Wow, that’s a double hit. So watch out everyone who has ever done any award winning eco-ethical ads, EDF may well be eyeing it up for the next campaign. Think I’ll copyright my environmental Asthma glue poster as fast as I can.The Green Britain Day involves many partners including the Eden Project and the legendary musician Paul Weller, who will be playing a gig there. In principle the idea is great, engaging people to make a difference, no one can argue with that. It’s the corporation’s motives behind it and it’s marketing that is causing concern.EDF claim to be the first sustainability partner of the London 2012 Olympic and Paralympic Games. Vincent de Rivaz, Chief Executive of EDF, said: “Climate change is one of the biggest challenges facing us. As an energy company, EDF Energy has a responsibility to be at the heart of the solution to climate change….” Nice speech.EDF Energy also claim to be the largest producer of low-carbon electricity in the UK. Well of course they are because they are 85% Nuclear energy, hence their claims that by 2020 they plan to be totally carbon neutral (nuclear is carbon neutral). Nuclear has certainly split the green lobby, some back it others reject it. However, as it’s carbon neutral it’s been a gift for greenwash.EDF states the obvious, “Climate change is one of the biggest challenges facing us and EDF Energy believes that we can only tackle the issues we face by ensuring that all of us act together now.” True but in the world of eco-ethical marketing do they you define acting together as taking other people’s ideas?EDF’s marketing to the British public is designed to make them think they are a company that has real green values, this has annoyed the green community. To support their sponsorship of the 1012 Olympic Games and Green Britain Day EDF have even set up a .org website (makes it look more caring) and are using the term ‘Team Great Britain’ – err, but EDF are French? Is this some kind of invasion? They even have added ‘the big idea’ to the URL, who ever said the French can be arrogant?To put you in the picture, there are only really three genuine green energy companies in the UK, Good Energy, Ecotricity and GreenEnergy UK (who have the greenest tariff of all of them). The next best is Scottish & Southern who operate a lot of hydro electric power stations. So if you want to be even slightly green there’s your choice. After that the rest are large corporations with one mission, make profit. And let us not forget British Gas, who despite making many green claims conveniently forgets that gas is as unsustainable as you can get. All the big energy companies are required by the government to supply a degree of green source energy and it is this small percentage that they are using to spin to try and make themselves look green. One energy company I have spoken with (one of the big boys) admitted to me that they found it really hard to sell a green tariff as consumers don’t trust them and if they had the choice they’d drop it. Big surprise.Now I’m all for embracing big corporates into changing the world, after all McDonalds, Starbucks and a few are making a significant difference, especially in the are of Fairtrade and ethically sourced coffee. Even Wal-Mart have turned over a new leaf. As for oil companies and energy companies… well they have a long way to go to convince the green minded consumer they have changed their ways.The big issue comes down to the triple bottom line – people, planet, profit. If Profit is at the heart of your ethos, and it is for energy companies, people and planet will always take a second place.The new guide for green marketers, Ethical Marketing & the New Consumer is published at the end of July by Wiley’s (pre orderable on Amazon) and I’d recommend that EDF and many others read it. It’ll enlighten them as to why they are wasting their money on their current greenwash campaigns and how they could become more ethical and actually spend their money more wisely.In the short term I’d advise them to consult the people they appropriate ideas off as they run one of the UK’s specialist ethical agencies (Host), as hiring an ethical specialists (instead of big agencies) would start to make people believe they are genuine.
I welcome your thoughts on this and those of EDF.
i wonder how many conventional creative directors are working at 1:55 in the am. It's tough stuff honoring an ethical commitment but well worth it if you can hack it ... that is until giants like EDF come along and rip-off your work. Maybe, just maybe, they think it doesn't matter - all's fair in love and politics - but it does. the resources we have to work with are tight and producing excellence is tough. When we created the Green Union Jack, we created an icon for Green Britain, real Green Britain, not for the fossil burning, nuclear building, gas guzzling kind. I've struggled with this issue for a couple of weeks. Since i saw a 'green' schools campaign start firing alerts, i followed the trail and found EDF's radioactive fingerprints all over it, then i found their trademark applications, then their flag and dresses and vans. the commercial is just the cherry on the cake of an explosively damaging piece of work. We need a clean debate, we need to know our options as we deal with the massive issue of climate change. It is not okay to start screwing with the clearly defined boundaries between green and nuclear. To greenwash the british public is to play with our lives. The conventional mercenary rules do not apply to the serious issues of the day. We pray EDF backs off and finds another way to dig the Browns (Gordon and Andrew, head of media EDF) out of the family hole they are in. Meanwhile we fight for innovation, creativity, bravery, the good guys and the future of the planet. See the visuals www.facebook.com/group.php
Join the night owls. This doesn't surprise me. My flat mate worked at Euro's on EDF and I heard some shocking things about their attitude. Big energy companies are only interested in profit, not people or the planet. They don't care and don't even see what they are doing is wrong. They see lies as the acceptable face of marketing. I think the ad industry needs to come out in support of Ecotricity and condem EDF. As Bush said after 9-11, you are either with us or against us. This is a dark day for the ad business. If EDF gets away with this we shall all be seen as cheats and dishonest and it will open the doors to greater greenwash. Maybe we should redefine EDF as Evil Dishonest & Fibbers?
Saw this. Woke up feeling blue. Saw red. Hate companies that greenwash,
Chris hope you have put EDF in your new book. Readers need to know they are as bad as Shell. I think Ecotricity should sue EDF for every Franc they can get.(I know they use Euros but Francs sound more motivating.)
Love your blogs. What happened to the one about Nestle?
A sad trend that all the big boys seem to be cashing in on the Eco ticket. So easy to make these ethical claims but quite another thing to conduct your business in the true spirit of environmental protection and sustainability. Things must, and will, change. But probably too late.
Keep up the good work Robin, one of the good guys!
Letters have gone out and legal conversations are being had, but green britain is about people and opinions, if we don't express our opinions we can't expect governments and profit-driven businesses to do it for us. So this is a grass roots, creatively driven reaction. Anyone proud of developing effective change strategies and powerful creative should speak up on this. or it's one way to greenwash. No good for any of us. It's the Green Union Jack we want to protect to keep clear definition in the climate change debate - global warming may make nuclear necessary but it doesn't make it acceptable. It's governments and ignorant business that got us to this place and we just can't trust them to get us out of it. We need massive investment in renewable and that means selling it, not hyping it up and providing brown and nuclear cos it's more profitable.
If Grilla were EDF here's what I'd do:
1.Fire my agency and Marketing Director as all they do is bring me stuff taken from other, more ethical, more talented, and frankly, sexier guys and girls.
2. Stop insulting the British public with all this talk of being green and being British.
3. Issue a grovelling apology to Ecotricity for 'appropriating' their Green Jack and Green Britain positioning because they are its rightful owners - they are British and build and supply nothing but renewable energy, and wouldn't touch nuclear with a barge pole.
Appalling behaviour from EDF. Even if you put aside for a moment their unconvicing message that nuclear-equals-green, lifting another company's campaign wholesale is just lazy, ignorant and dishonest. They call themselves green but they're confusing recycling with nicking stuff.
To half-inch one idea may be regarded as misfortune; to do it twice looks as though they lack the wit to create their own [with apologies to Oscar Wilde].
I believe that the people who can truly make a difference will be fantastic problem solvers – to completely change people's behavior we need to have some hugely innovative ideas. Stealing someone else's idea is not innovative, just plain cheating. This just shows that EDF are not willing to help solve the problem, instead they are happy to put in a minimum effort to appear to be doing good. EDF are simply delaying any progress made in promoting true ecological energy by being dishonest.
what's the more infuriating the wholesale ripping off of an idea - or the wholesale ripping off of a nation. wonder if the production was carbon neutral?
A 'brief' correction, C:
RE the EDF/Ecover French nickers incident; Ecover was a client at Chiat Day London, not St Lukes.
Thanks Grilla for that correction. Of course St Lukes was the renaming of Chiat day after the MBO. Surprised EDF haven't commented yet.
Yes, the Ecotricity Green Union Jack is indeed well known in green circles, Chris - But green circle's are a foreign country to our EDFpals. One, let's be frank, they'd never get into because the radioactive material alarm would go off as they tried to sneak through the security gate at the airport!!
I bet telephone calls are going between agency and marketing department. Pas the buck time.
Remember that Tango commercial where the guy walks out of the office and ends up on the white cliffs of Dover saying come on your French I'm waiting. We're waiting EDF.
Don't mention it Chris - easy mistake to make. [Easy as thinking you're green when you're nuclear, or British when you're French...almost.]
EDF presents Dale Vince and the crew at Ecotricity with a choice, either stand up and fight for all that is good and green and decent (and gain a breathtakingly large amount of publicity) or repaint the vans, recycle the brochures and take down every one of the green jacks they have produced over the last 2 years….
I completely agree with what Chris is saying, it is wrong to steal other peoples design and even worse using that design to lie to the public. Someone needs to wake up at EDF because a. there not english and how dare they use the green Union Jack b. Reading the copyright laws would be the next best move for EDF, they could end up in some serious trouble and c. lying to the public isn't going to help there company!!!!!
I really hope that EDF get the public humiliation they deserve over their dishonest behaviour.
It is sad that EDF has such a lack of moral values.
I just saw the EDF ad on TV again, with talk of Britain, green values and joining teams. It's sickening that most people watching it have no idea of the deception working here. To add insult to injury this shameless stunt is being promoted using a clever campaign devised for a genuine organization. Please tell me these big cats can't get away with this?
GGrrrrrr! These people drive me insane! How dare they present themselves as green when all they are is greedy.
I really hope that their theft of the Green Union Jack is exposed to the general public who deserve to know the truth about this unscrupulous bunch.
This piece has obviously stimulated a lot of comment. A small fact from the book. In American one piece of research showed that ads that tried to tell a green story were less believed than ordinary ads. Why? Because people thought that any big company talking green was greenwash, whereas true greens don't shout about it, show lots of wind farms and make wild claims about sustainability.
I've just returned from a green diner which I was chairing. Several people were from green energy related businesses (all from green businesses). Not a lot of good words for the big energy companies. And even less for the government and their badly informed muddled thinking on green issues. We have to face a depressing fact. Big business influences government thinking. Real people, genuine green businesses get no say and even though know more aren't being listened to. Many policies are badly put together and worse, we seem to live in an age where politics is not about beliefs and values but about either how much they spend because spend = doing a good job, "we've invested even more in..". What statistic they can turn up based on some irrelevant measure. Or whet PR spin they can get. Real values, reals measures are of no interest. Saving the planet or giving people a fair deal is off the agenda. The triple bottom line is people, planet, profit. The new one is policies, popularity and PR spin.
Damned if you do, damned if you don't, it seems - and with the dubious 'distinction' of a rather nasty anti-French note thrown in the article too.
Mark, bonjour. Grilla has no issue with the French as a nation. He's as fond of frogs legs and snails as the next Grilla. The issue here is that a huge 85% French government owned nuclear energy company has plundered a small British renewable energy company of its distinctive Green Jack and its Green Britain positioning. Even if they hadn't swiped it, a French nuclear energy company and Green Britain Day: Team Green Britain a good fit does not make!!
Regardless of who came up with a green union flag etc. before, there are elements of this campaign that are just cringeworthy. EDF have failed on so many counts, and fallen into so many of the usual pitfallls of Green Washing. The lack of clairty, authenticity and transparity is amazing. Also the crowbarring of the Olympics sponsorship into the campaign lets both EDF and 2012 down.
However, they also get some things right. There is an incentive strucure, they try to humanise green activity and the use of communities is sometimes right. Also, you cannot criticise them for trying to create positive behaviour. Yes, they are not a holistically green company, but the economy will not change overnight, and we need existing large companies to feel that they can be rewarded for more environmentally responsible behaviour by consumer support. Being a marketer, a green supporter and an economist... you need to realise without Profit, there will be no support for the other 2 'Ps'.
The Big Question is did Chris Arnold eat all of his greens last night?
Sir Dale Vince is already a consultant to the Government, so I'm sure they are aware of it. The fact of the matter is even if the UK went totally green, we'd still need more power to sustain our current consumption.
The reason UK gov. use EDF is because it's an easy way of satisfying onshore carbon footprint figures in short term whilst reorganising long term.
The fact that these Nuclear stations are on French soil is an added bonus, as in the years to come the UK can simply cut the power supply, and up anchor, without having to pick up the tab for decommissioning a delapidated nuclear power station in France in the process. The French don't care. They will use it for threir own people.
The British government has even looked at sourcing nuclear power from Africa and transporting the the electricity back to the UK, however, in the dangerous world we live in where one country can just turn off the tap of power supply at the drop of a hat, I understand this idea has beeen abandoned.
Nuclear will have to be included somewhere along the line. This is a fact.
Since Chernobyl, newer reactors have been designed that use coals rather than rods. These reactor coals cannot overheat, and so it makes Nuclear a viable proposition. You dont have to take my word for it, visit:
http://www.touch Briefings Oil & Gas for further details on the subject.
Industry is now picking up the mantle. Some are greener than others, however, in EDF's case, it's more about the blatant theft of a competitor's work. It will only go against them. I left them years ago after I noticed they had saved up almost £1,500 of my hard earned money in their direct debit electricity and gas bills having worked overseas for a year.
I was so pleased. I demanded it back immediately, sacked them, and got the house re-glazed for free to remind EDF who is in charge power. They hated it when I phoned them one day having been signed up after being told they were part of Scottish Power on my doorstep. I said to the man on the phone who was banging on about this 'British Company" : "EDF?: That's Electricite de France isn't it?...With great reluctancy after a long silence he sheepishly admitted ..yes.
A good bit of British Steel.
"They don't like it up em Captain Mannering".
Rob, I'm all for positive EDF behaviour. Be sure to let Grilla know when some of it arrives...
You welcomed the thoughts of EDF, Chris.
But, yet to spot one.
Not waiting for someone else's are they?
Wouldn't be the first time.
Grilla Vanilla,
The positive behaviour comes from the consumers inspired by EDF. If they can get people saving energy, reducing waste, sharing cars etc., then this is a good thing, n'est pas? The issues are really with a) the fact that this is not enough in itself, and they need to show us how they are committed to organisational change, and b) they've got a poor grasp on how to communicate this through creative ideas.
INCRAYAREBLAH!!!
Isn't the issue that a French Nuclear power company is pretending to be British and green? Converesly, I think they actually have a very good grasp of how to communicate their campaign, they took somebody elses (very good) idea and assumed that they could throw enough money at it to turn it into theirs - and unless Ecotricity say "non", that's excatly what'll happen.
d
Monge tout, Tin Tin.*
What with Poirot and you,
Belgium has an embarrasment of spot-on deducers!!
*apologies to Rodney Trotter
Vous l'anglais pleurnichent trop. Nous, les Français seront un jour règle votre pays. Nous avons le pouvo
Slight correction EDF. Your poster with the shoe says walking has no carbon footprint is actually incorrect. Walking wears out shoes and they do have a CF. People who walk use more energy and therefore eat more. Get hot and shower more.
This all seems a bit over the top.
An old boss of mine was Felix Dennis, he once said to me "ideas are two a penny, it's making them happen that counts".
There are many fine brains thinking about climate change, there is also a lot of duplication - earth hour, earth week, oceans week. You lose track.
Turning a centuries old flag green and turning Great Britain into...Green Britain is hardly the most original idea. Surely inevitable that there would be a duplication.
It's all in the scale and execution and Ecotricity are understandably annoyed that a 'biggy' has trumped them with the money.
Given the scale of the climate change issue it's far too easy in the 'Green' sector for it to get all 'judean people's front Vs people's front of judea'. Anyone sticking their neck out and trying something deserves a bit of slack.
EDFs claim to be 'climate neutral' is up for debate but it's better than coal and very few solutions are perfect. If you look closely at the way the 'Green tariffs are worked out and the issues on ROCs there is a good argument to say many green tariffs (Ecotricity included) are a touch misleading.
No simple answers and simply lashing out agains the frenchies is being far too simplistic. We probably need to grow up a bit.
Felix Who? Obviously didn't value ideas and to suggest they are two a penny are not words of wisdom but ignorance. Kind of client who rips agencies off. I've heard this phrase from many people who never have any ideas. The ad industry makes its money from ideas – ones it makes happen (even with clients like Felix). It’s most talked about work – Gorilla, Sony balls ads, Honda (pick any ad), etc are all ideas – two a penny? I think not. Those ideas cost a lot but made a lot for companies. One simple idea, the Post-it Note made millions for 3M. The Tetrapak has made its owners the richest in the UK. The list of great ideas is endless. I am guessing you work for one of EDF’s agencies or are a member of a small minority of ad people who think stealing other’s work is acceptable sport.
Hmm. Good not to be in the same room as someone who believes ideas are two a penny. Shite ideas are often worth a lot more, but big simple iconic ones are tough to come by, which is why EDF ripped this one off. Agency couldn't deliver. Not surprising though, when the job is to turn a toxic track into a green lane. But why, an organization as big as EDF finds it necessary to pinch another , smaller, much much greener co's identity, is beyond me. It's either stupid or arrogant and neither are appealing. For the record, Ecotricity spends every pound of its customer's bill on building new turbines, more than 400GBP per customer. No one matches that. That's not just green, that's the future of the country. EDF will regret now, as will Gordon Brown and Andrew, Gordon's brother, who works as head of media at EDF. This is spin, this is greenwash, and climate change is too big and too ugly for any of it.
Beware of what can happen if you steal ideas. Check out this film on YouTube (put in ‘why advertising should never rip off an artist’). Features Nicholas Cage look-a-like playing a lawyer who gets passionate about his distain for advertising agencies ripping off people. As it goes on he gets more and more angry. Some brilliant lines. A little long but well worth watching. Brilliant performance, all shot in one take and mostly improvised.
www.youtube.com/watch
Will - It's simple. You look at Ecotricity's icon and you think 'Green Union Jack', then you look at EDF's campaign and you think 'Green Union Jack'. They are both energy companies. Both saying the same thing. Only one is telling the truth. EDF are deliberately trying to confuse the public and piggy back on all the kudos Ecotricity have built up and worked tirelessly to achieve over the last 3 years. This is not acceptable.
Nice play on Watt, Will.
Not an anagram of 'EDF apologist' is it?
No, 'EDF apologist' has too many letters.
Your old boss Feliz sounds a piece of work.
Did he teach you anything worth knowing?
July 10th will be the 24th anniversary of the sinking of Greenpeace’s Rainbow Warrior (and the death of photographer, Fernando Pereira). Greenpeace were trying to prevent the French from doing nuclear tests. (According to US claims, where there’s nuclear power there’s nuclear bombs, that’s how they support their bully boy tactics against Middle Eastern states.) The bombing of the Warrior, in the port of Aukland, NZ, was done by the French foreign intelligence service, the Direction Générale de la Sécurité Extérieure. Which makes you think about criticising the French nuclear industry.
Personally I have nothing against the French (part of my family comes from France and we have a nice holiday cottage there). This issue is about EDF and about a corporate attitude. The fact remains, EDF is French government owned and governments need to act responsibly.
Vive le Single Market, even in the supply of energy.
Vive la Révolution!
Make no mistake dear readers; Grilla likes French France... it's one particular French nuclear energy company with its desire to mislead the British public with its faux Green credentials and British ID theft is what has him beating his chest - that, and the indesputable fact Green Britain and the Green Union Jack already exists in the form of Ecotricity, a 'British' 'Renewable' energy company. Au-revoir!!
Just seen a greenjacked black cab, couldn't believe my porc secteurs
Tin Tin, you should've gone to Specsavers.
EDF too; then they'd be able to see what they're doing is plainly wrong!!
This just texted in from a pal of Grilla's: "Canyerridetandem?"
No idea what it means... but thought I'd share it anyway.
Have you seen the new Total campaign. Total greenwash.
We all know that EDF means Electricite de France but there is another EDF that we should beware of that is twisting our minds and distorting facts. The Earth Defense Federation. This bunch of US based nutters (search for them on YouTube) are bonkers. One of their videos has more spelling mistakes than an essay by a 5 year old. When I commented on the spelling I got a very aggressive and abusive email back, "go f*** yourself...". At least they replied.
Ironically, another EDF is the US based Environmental Defense Fund.
Yesterday's Guardian Fred Pearce had a real go at EDF, quote " what gets my goat is EDF's huge involvement in the global coal business.' Read it at the llink below. www.guardian.co.uk/.../edf-green-britain-energy
Please find following artilce written by Chris Arnold...   the original can be found here.It's one thing for a French energy company to hijack the Union Jack for greenwash purposes but to take the ad campaign (or something very much like it
Not only have British Gas launched an attack on EDF's Green Britain Day but the BBC have exposed EDF as a bunch of greenwashers over the Eco 20:20 ads. They have revealed that the ads are a con.The 20:20 refers really to a financial saving while the so called "cut your carbon footprint by 20%" refers to an email full of tips. If this isn't a prime example of greenwash what is? the BBC also had a go at Easy Jet for distorting claims about CO2 between a plane and a Prius. See Mischief - Series 4 -
Britain's Embarrassing Emissions (go to BBC iPlayer).
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I would stand up for EDF a little on the “Green Britain” creative work. I did some work with EDF a couple of years ago and found them very decent and motivated people: the social marketing activity in particular was superb.
Clearly though there are issues over nuclear power as we move post-coal: toxic waste and as importantly more a green energy future limited by the limits on uranium resources.
I don’t really buy the Anglo-centric nonsense that a French company in Britain employing thousands of Brits can’t refer to the Union Jack or sponsor events at the Eden Project.
But there is a wider branding issue: Euro are a good agency and their TV work is very strong but to use the Ecotricity identity is either very naughty or a foolish muck-up. The problem to my mind though is compounded by using an integrated identity onto for example van signage which looks a blatant rip-off of not just – a relatively obvious green Union Jack idea – but damaging the whole Ecotricity brand beyond the Green Britain/Eden activity
If it’s a big idea then it’s one that isn’t just a bit obvious but – undoubtedly unintentionally - treads all over a market competitor.
If I were EDF I’d be on the phone to Ecotricity with a fulsome apology and a chat about working together on renewable energy as that is a still too large hole in the EDF energy mix.
Maybe EDF should go further and start looking at fewer one-off stunts and events, as well as more UK agencies wanting to make a difference rather than central appointments from France’s EDF/Euro roster during the "renewables gap" before the uranium runs out.
Tim, www.sincerityagency.com
Funny. Now the Tories are accusing Labour of stealing their green ideas from an energy paper published earlier this year. From the outside, it does look like the Brown Government has turned Cameron green - certainly wasn't much talk of it before now. And it is a remarkable coincidence that EDF launched Team Green Britain a week before this major new 'Green' policy initiative. And it is striking that both EDF & HMG have gone to maximum spin to make us think nuclear is green. Maybe there is more to the Gordon and Andrew Brown connection than we thought. Andrew, Media Director EDF, commercial clout, followed by Gordon, political clout. A 1-2 of clunking fists and a punch drunk British public willing to believe Brown is Green. Just what the good doctor ordered for two brothers both near the bottom of the environmental tables. Or it's just coincidence?
www.telegraph.co.uk/.../Tories-accuse-Labour-of-stealing-green-ideas.html
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They sound like a bunch of ***-stirrers haha
Can you believe that EDF are running ads up to Denmark to make them look green. Who are they trying to fool?
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CHRIS ARNOLD
Member since: 03 Jun 2008
Last login: 05 Dec 2009
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