The Alliance for Climate Protection "Reality"
Crispin Porter + Bogusky
The task was close to impossible: Discredit clean coal, a coal-industry invention being marketed as a cheap, abundant fuel that solved global- warming pollution. Clean coal was brilliant: It made people feel good, safe, proud to be an American. Every major politician, liberal and conservative, was singing its praises. There was one problem: it didn't exist.
In an environment of endlessly complicated science and politics, we used cognitive science insights to reframe the debate around a simple human truth: people abhor being lied to. We created a consumer brand,...