Before the election of 2008, Climate change metastasized from environmental issue to political issue as the implications of the scientific research threatened the longevity of the coal industry. And like many industries before them, big coal has employed protectionist approach funded by a huge ad budget, and a campaign of confusion to keep people in the dark about the facts behind climate change. They were pushing a product called clean coal. So Al Gore approached us to help create a brand that could pull back the curtain on this tactic. What we built was a brand funded on something big coal was inviting people to ignore: Reality.
Date Published: June 23, 2015