Sports Direct launches carbon-neutral bumblebee ad campaign

By

Nigel TAYLOR

Published
May 6, 2022

Sports Direct is teaming up with creative agency Cult this spring with a multi-level environmental campaign whose main focus will be on the importance of bumblebees and helping the declining population.

It’s an unusual move for the company and the ‘Save The Bumblebees’ campaign marks the first of four upcoming campaigns for Cult and owner Frasers Group's main brands.
 
The ‘Save The Bumblebees’ TV ad, featuring the voice of actress Joanna Lumley, is also adhering to the spirit of the overall sustainable campaign, created using only recycled footage to ensure carbon-neutrality.

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Cult also partnered with Getty Images to ensure all imagery was created by companies whose eco credentials were ethical.
 
Lumley was chosen because her “vocal campaigning and stance on climate change”.
 
The wider campaign includes customers who buy campaign-related mugs or bags from Sports Direct receiving a free seeded paper — “an eco-friendly gift made from post-consumer materials which germinates when planted” and includes “the most attractive plants for British bumblebees” in support of The Bumblebee Conservation Trust.
 
Emma Greenaway, head of European accounts at Cult, said: “We are delighted to have achieved our first fully sustainable shoot with Sports Direct on their Save The Bumblebees mission. This dovetails perfectly in our ambition to ensure all Cult productions moving forward are sustainable.”