BELÉM, Today: Creativity has officially been recognised as a climate solution at COP30 in Brazil, where the global Creatives for Climate network unveiled The Creative Integrity Playbook, a new action guide for agencies and brands driving real climate impact.
Launched on the COP30 Presidential stage, the Playbook helps align marketing influence with climate science and integrity. Available in English and Portuguese, it’s packed with practical steps for embedding climate-conscious thinking into every stage of creative work.
Drawing from the Oxford Net Zero Serviced Emissions Framework, the guide introduces tools like The Agency Integrity Curve, a model helping agencies evolve from “participant” to “pioneer” status, with case studies from the UK, US, Netherlands, and New Zealand.
RUN Aotearoa is among the featured agencies, with its Te ao Māori in Marketing workshop. The case study highlights how Indigenous wisdom can shape brand storytelling and influence both environmental and social outcomes.
RUN co-founder Laura Cibilich said, “Creating space for cultural learning is, in itself, an act of environmental leadership. Te ao Māori teaches us that everything is connected – people and the environment – and that true sustainability comes from reciprocity and respect.”
The Playbook also launches the Brief for Better Initiative — a toolkit linking brands with fossil-free agencies and guiding marketing spend toward genuine climate commitments.
“Creating space for cultural learning is, in itself, an act of environmental leadership. Te ao Māori teaches us that everything is connected – people and the environment – and that true sustainability comes from reciprocity and respect.” – Laura Cibilich, RUN co-founder
Unveiled during COP30’s Presidential Event on Culture, this marks a milestone: CULTURE has officially joined the UNFCCC Global Climate Action Agenda, and the creative industry is now recognised as a key lever for change.
Creatives for Climate founder Lucy von Sturmer said, “For the first time, our industry’s influence is being recognised as a climate solution on the COP30 Presidential stage. The Creative Integrity Playbook turns that recognition into action — offering the clarity, tools, and pathway for agencies and brands to transform.”
Developed with members of the Ethical Agency Alliance — a coalition of agencies in 10 countries — the Playbook showcases fossil-free creative excellence from RUN Aotearoa, Lucky Generals, Nice and Serious, Enviral, and more.
It arrives amid debate over clients claiming climate leadership while retaining fossil-fuel accounts, including Edelman’s appointment to COP30 and The EarthShot Prize’s recent use of an agency linked to Petrobras.
One year after the UN Secretary General’s call to ban fossil fuel promotion, Creatives for Climate continues to push solutions and frameworks that turn creative influence into a force for climate action.
Backed by a 7,000-strong community in over 90 countries, the organisation also offers resources like the Anti-Greenwashing Guide (with Client Earth) and Communicating Climate Change Course, driving a shift from polluting narratives to regenerative ones.
- Learn more at creativesforclimate.co
- Creative Integrity Playbook
ETHICAL AGENCY ALLIANCE SHOWREEL CREDITS
Campaign: Benedict Lumberjack
Agency: Lucky Generals
Client: Make My Money Matter
Campaign: Plastic Change
Agency: Worth Your While
Client: Plastic Change
Campaign: Deforestation Is Not A Fiction
Agency: Strike Paris
Client: Greenpeace
Campaign: Ray the Rug feat. Ray Winstone
Agency: Worth Your While
Client: Save Wild Tigers
Campaign: The Chocopocalypse
Agency: Nice and Serious
Client: Tony’s Chocolonely
Campaign: Skip the Shortcuts
Agency: Nice and Serious
Client: By-Way
Campaign: Everyday Plastic
Agency: Enviral
Client: Greenpeace
Campaign: Blah Blah
Agency: Strike Paris
Client: Greenpeace
Film: Oblivia Coalmine
Agency: Lucky Generals
Client: Make My Money Matter
Editor: Miles Rouse
Share this Post
