Work of the Week: We, the hopeful

So often, a strong idea simply executed can be the most powerful creative strategy, as Bubka, this week, can attest.

The evolution of climate-conscious ads has been a case study in persuasion. Some organisations go all out on the high concept/high production strategy, while others are more of the ‘keep it simple, stupid’ bent. 

Belgian creative agency Bubka’s latest initiative, ‘We, The Hopeful’, is about as simple and low-budget as it gets.

The campaign invites young people to ‘co-author’ the story of 2050 through sustainable innovation and collective optimism. Launched earlier this year, the project has rapidly gained traction, amassing over 42,000 views, 500+ shares on LinkedIn, and more than 100,000 organic impressions without any paid promotion.

The campaign, which emphasises a "hopeful vision of the future", has been embraced by climate influencers, policymakers, and media outlets across Belgium, including LN24, RTBF, MM, and RMB, while even finding its way into university classrooms as an inspirational tool for the next generation.

Our take

‘We, The Hopeful’ addresses a critical gap: while scientists have clear roadmaps for a sustainable future, their messages often fail to resonate with everyday audiences. Bubka then, has then taken it upon itself to use its creative superpowers for good.

Partnering with educational institutions and environmental experts to create an interactive platform that empowers young voices, we like how the campaign is easy to ‘play along with’ in the social media age, and how it uses storytelling in its most literal form.

It's no surprise that the effort got some impressive organic traction, but perhaps there’s a wider takeaway for the creative industry here. In an age of high production, high concept, AI uncertainty, and an ethos that ‘going bigger and better than last time’ is the only way forward, maybe it’s worth taking a step back?