The Move to -15°C (case study)

The Move to -15°C initiative, launched in the United Arab Emirates in June 2024 for DP World by Edelman, represents a landmark effort to transform the global cold chain shipping industry through a bold sustainability campaign. This campaign addresses the critical environmental impact of container shipping, a key driver of global food accessibility, by challenging the century-old standard freezing temperature of -18°C for frozen food transport. After extensive research with independent academics, the campaign revealed that raising the freezing temperature to -15°C would not compromise food safety or quality but could deliver a staggering reduction in energy consumption by 25 terawatt-hours and cut carbon emissions by 17.7 million tons annually. The strategic focus was to unite competitors as collaborators, leveraging robust scientific evidence and an unbranded, neutral campaign identity—The Move to -15°—to foster industry-wide adoption. The campaign capitalized on the global stage of COP28 to maximize impact, launching a comprehensive 360-degree activation that included a public report, a dedicated microsite with video, infographics, and key messaging, and a high-profile event featuring academic presentations and a panel discussion moderated by DP World’s Chief Sustainability Officer. Amplified through targeted social media and paid LinkedIn campaigns, along with a coordinated press release targeting regional, international, and trade media, the campaign successfully catalyzed a shift in industry norms. The outcome was transformative: 60% of the global shipping container industry and 17 major global food producers, refrigeration companies, haulers, and warehouses committed to the initiative. The hero film garnered 4.4 million views, while DP World’s brand trust increased by 11%, positioning it as the most trusted brand within its sector according to Brand Finance’s tracking. The campaign earned widespread positive coverage in prestigious business outlets such as Forbes, Bloomberg, and Yahoo Finance, alongside key sector publications. Reflecting the campaign’s industry impact, former Danish Prime Minister Helle Thorning Schmidt praised the collaboration as a powerful demonstration of collective action that requires no new technology, only unified commitment. This groundbreaking campaign was honored with multiple awards, including the Eurobest Creative B2B Grand Prix and Cannes Lions Titanium Lion, Gold for Creative B2B, and Gold for Sustainable Development Goals, underscoring its outstanding creative and sustainability credentials.