Good Life 2030

Purpose Disruptors’ project ‘Good Life 2030’ aims to utilise the advertising industry’s power to promote new ways of living in a sustainable future. Iris was one of three agencies chosen to create an advert for the year 2030, launched at COP26 with an event entitled ‘Advertising A Good Life in 2030’.

The year 2030 had an image problem. Informed by real citizen visions, we needed to develop content that imagines the positive, connected 2030 that citizens didn’t know they were dreaming of, but tasted during lockdown. We needn’t fear a sustainable future, because climate actions actually lead to a better quality of life. A Good Life in 2030 is more of what you really love (and less of what you don’t).

We created a short film titled ‘The Good Stuff’ which poses the question ‘when did we become so addicted to stuff?’ The film highlights how stuff has filled every part of people’s modern lives, as advertising has programmed the public to consume more, more and more.

Specialisms involved

Purpose Disruptors’ project ‘Good Life 2030’ aims to utilise the advertising industry’s power to promote new ways of living in a sustainable future. Iris was one of three agencies chosen to create an advert for the year 2030, launched at COP26 with an event entitled ‘Advertising A Good Life in 2030’.

The year 2030 had an image problem. Informed by real citizen visions, we needed to develop content that imagines the positive, connected 2030 that citizens didn’t know they were dreaming of, but tasted during lockdown. We needn’t fear a sustainable future, because climate actions actually lead to a better quality of life. A Good Life in 2030 is more of what you really love (and less of what you don’t).

We created a short film titled ‘The Good Stuff’ which poses the question ‘when did we become so addicted to stuff?’ The film highlights how stuff has filled every part of people’s modern lives, as advertising has programmed the public to consume more, more and more.

The film shows that thanks to experiences in lockdown, people are realising that less can actually mean more; more time to reconnect with the important stuff, the good stuff. More time with family & friends, more time connecting with self, more time connecting with nature – because 2030 should be a time to enjoy more of the good stuff.

The film was launched at the IMAX Cinema in the COP26 Green Zone. It was also live-streamed and pushed on social media. 

Good Life 2030 received coverage in 8 trade press pieces across all major titles, with a total 12K estimated views, along with over 2,000 views of the livestream event.

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