B3 STOCK EXCHANGE & UNITED NATIONS GLOBAL COMPACT | EART4 | 2023
Earth, Listed as a Company on the Brink of Bankruptcy / B3 STOCK EXCHANGE × UNITED NATIONS GLOBAL COMPACT "EART4"
Earth became a company. And one on the verge of bankruptcy, no less. At first I had no idea what that even meant. But it turns out this was the perfect "translation" for business leaders.
The problem
The United Nations Global Compact wants companies to take the Sustainable Development Goals seriously, and 2030 is right around the corner. Earth is already being consumed at a pace equal to 1.7 planets. B3, Brazil's largest stock exchange, was the first exchange in the world to sign on to this effort. Together, the two came up with an answer: list the Earth on the stock market.
The insight
There's one language business leaders understand: value. Deforestation becomes asset damage. Inequality becomes unfair dividends. Loss of biodiversity becomes a falling stock price. Environmental problems were translated directly into the exact indicators executives fear most. This isn't an appeal to emotion—it's an attack on the very structure of how they think.
The idea
On April 26, 2023, Earth was listed on the B3 stock exchange under the ticker "EART4." Its share price moved in sync with news from around the world, dropping on bad news and rising on good news. There was only one way to invest: sign the United Nations Global Compact. The campaign expanded into an annual report, out-of-home advertising, and an event at UN headquarters.
What happened
The campaign won the Grand Prix in the Creative B2B category at Cannes Lions 2023. It earned an estimated $58 million worth of media exposure, and the number of signatories rose 140% compared to the previous year. Similar listings are reportedly planned on stock exchanges in multiple other countries.
Afterthought
This is a moment where B2B advertising moved the world. The metaphor of being "on the brink of bankruptcy" is harsh, but it also carries hope—the idea that things can still be turned around. As a shareholder in this company called Earth, I feel a little more responsible myself.
Awards
- Cannes Lions Grand Prix 2023
