Urban Brand-Utility

Cities only occupy 2% of the planet's surface but this is where 75% of consumption occurs. While an energy-intense economy has enabled unprecedentedly comfortable lifestyles, a hefty civilisational price tag looms right in front of us. Can we really expect 'green messages' to significantly change our behaviours or do we leapfrog and change the context altogether?

Enters Urban Brand-Utility (UBU), a bold vision reframing brand communications as a catalyst for sustainable development and regeneration that is supported by a circular revenue model where everyone wins: cities, companies, government and people.

UBU applications happen when a brand's touchpoints go beyond communicating mere messages to delivering public utility services that supplement cities' infrastructure, alleviating urbanisation’s growing pains. If you haven't heard about TV commercials that can improve your sight, billboards that clean the air, digital ads that prevent dereliction and enhance local economies or public activations preventing people from getting skin cancer, this is your chance to see how advertising can finally walk its ethical talk.