David Suzuki Foundation

Fuelling natural disasters

Advertising & Media Buying
Climate change is hacking your ad.

How do you take on an industry with a much larger advertising budget? You use their own advertising against them. Using the highly effective Poison Parasite strategy we countered the fossil fuel industry’s deceptive LNG ads and ensured that we could piggyback off their much larger budget.

In a provocative and disruptive OOH campaign we ‘hacked’ the fossil fuel industry’s LNG ads and reworked their own concept to tell the public the truth about the devastating effects of fracking. By mimicking their own ads and replacing the message of false positivity with the real effect of their fracking we not only succeeded in exposing their gaslighting of the public but cut through in a way that exceeded our budget limitations.