the eco-responsible campaign

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Find out everything about the complete
ecological approach

over 25 years of commitment
excessive packaging
local products
Fight against
genetically modified organisms
North – North fair trade
Biocoop was established in 1986 by militant and committed consumers and producers of organic foods. Our network is committed to promoting organic farming. To enshrine our founding principles, we have prepared a charter encapsulating all of our activities. Discover the Biocoop Charter
Each year, each person in France produces 590kg of waste. Our daily fight against excessive packaging involves the three Rs policy: Reduce, Reuse and Recycle. We develop bulk products and analyze the environmental impact of packaging. We refuse PVC and polycarbonates, and keep phthalates to an absolute minimum. Read more
With over 4500 local suppliers, we clearly promote locally sourced products. By purchasing from our stores, you are ensuring a direct livelihood for local producers, reducing the ecological footprint of products, and enjoying the gastronomic traditions of your regions. Read more
We refuse GMOs with their poorly understood risks. As part of our Charter, we systematically analyze seeds and ban all ingredients from non-organic corn, rapeseed, rice or soy to avoid contamination. To protect our agriculture, we support civil disobedience groups who destroy GMOs. Read more
In 2000, we created the “Solidarity from the Producer to the Consumer” range with 600 organic, fair-trade products. The fruit of a historic cooperation between 30 groups of producers and 357 stores, the goal of this range is to build transparent, fair and lasting relationships with French agricultural producers. Read more
    local products
                                Fight against 
    genetically modified organisms
    North – North fair trade








To talk about our ethics and commitments for the planet, we had to do a campaign true to our values


















Real producers, real farms

We decided, from the outset, to avoid any staging or pretense. Under no circumstances did we want to have auditions with actors. Keen to ensure transparency and truthfulness, growers had to be real partners of the Biocoop network, growing local and seasonal products. The communication campaign had to be carried out in February. At this time of the year, the ideal region with a sufficient variety of vegetables was Brittany.

Read more





The carbon footprint of a train trip from Paris to Rennes (Brittany) was 1.3 kg of CO2. By car, this journey would have generated 90.02 kg of CO2.

Transporting teams to rural areas not served by public transport was done by hybrid car.







On location, our team slept in eco-labeled houses. Meals and buffets were all composed of organic and/or local products. Waste was sorted and recycled.

Minimize motorized transportation

In 2014, in industrialized countries, transportation accounted for:
30% of energy consumed.
20% of greenhouse gas emissions.

How to reduce the pollution discharged by transportation?
Keep airplane trips to an absolute minimum, reduce the movement of people and goods, and use clean transport.





the local economy






The Photographer and Director scouted their future shooting locations on foot and by bicycle.










To produce organic milk, our cows are let out to graze each day, and their barn is comfortable and clean. Our cows only eat grass, serial and natural ferns, and are treated without antibiotics.

Découvrez BIOLAIT



                                        It all starts 
in Paris

The photos


















Going back
to basics with
the pinhole camera
The photos were taken with a very simple device that goes back to the origins of photography: the pinhole camera.
The pinhole camera is basically a black box. We had a Brittany-based artisan build such a camera using recovered wooden crates.
Create before consuming

The camera’s inner box is completely light-proof and its interior is covered with a walnut black paint to avoid the reflection of light rays.
One face of the box is pierced with a tiny hole to let light through.
Inside, on the opposite side, the image is imprinted on a large sheet of photographic paper (40x50 cm).

The exposure time can be very long. For shots taken indoors or under cloudy conditions, we had to wait up to three hours to get a single shot.

Recycle our waste

Why film stock instead of digital?
The idea of our campaign is not to enter into the debate as to “which technique pollutes the most?”.
Instead, our permanent focus is on controlling and reducing our pollution.

Our strategy: mastering the entire production chain, from start to finish.

A digital camera is composed of electronic components manufactured in factories at a low cost in developing countries,
under conditions which are difficult to trace and verify.
The finished product is then sent over the World (often by plane – one of the most polluting means of transport) as it goes from the factory to stores.

Our pinhole camera, manually built from recovered wood, is obviously environmentally friendly.
And we were able to carry out a complete check on the origin of the raw materials so as to be as eco-responsible as possible.
For example, wood is one of the least polluting raw materials since it is not transformed and comes from sustainably managed forests.






our waste
For us, the question of how to develop the photos was a key consideration.
We decided to set up a mobile lab to develop the prints on location.
By opting for these highly compact installations, we kept the quantity of environmental harmful products to an absolute minimum.
They were systematically re-used and then fully recycled.
No image
For the sake of truthfulness and authenticity but also to save energy, all image editing was banned.
Taglines and logos were painted directly on the prints by hand, using ecological paint, by a calligrapher.
At the end of each day, a poster was completely finished.












































ink and paper
When selecting a press outlet for our campaign, we opted for a magazine willing to make an effort for the sake of the environment.
Our advertisement was printed in the “Elle” magazine of April using vegetable-based ink on paper prepared from 100% organic food waste.
The format was deliberately reduced by two to save the amount of ink and paper used.
The internet site

If the Internet were a country, it would be the fifth largest electricity consumer worldwide*.

How to reduce the energy consumed by our Internet site ?

* Source: “Internet, la pollution cachée” prepared by Coline Tison and Laurent Lichtenstein

Generate our own electricity
In order to minimize our electrical consumption, a Brittany-based artisan made some changes to a second-hand push bike:
by replacing the gearing system with a belt connected to a battery via a generator, we could use the power of peddling to generate and store our own energy independently. After about 3 hours of peddling, the battery was completely recharged and we used it to recharge our mobile phones and computers.



Host the site on a green server

By 2030, it has been estimated that the energy consumption of Web infrastructures (servers and data centers, could be the equivalent of the total worldwide energy consumption for 2008*.
To fight this hidden pollution, we decided to host this Internet sites on a ""Green"" server, entirely powered (100%) via renewable energy sources.
Thanks to a number of practical measures, our hosting platform cut its energy consumption by 50%, and has a neutral carbon balance.

En savoir plus * Source : the Web Energy Archive project supported by ADEME
Fight against programmed obsolescence
The computer was built from scratch specifically for this campaign.
We gave a second life to old electronic components which we took from obsolete computers.

Reduce page weight
It is essential that the size of an Internet site be optimized in order to, firstly, ensure a good Search Engine Optimization ranking, and secondly, and especially, to reduce its ecological footprint. This is why we decided, in this case, to simply eliminate the heaviest components of any Internet site, namely, images. Indeed, this site has absolutely no images; they have all be replaced by the lightest graphical form: a font. As a result, our site is, on average, X times lighter than a standard Internet site.

Try to balance the swing by moving the slider to take off letters

Thousands of letters will never be as much asa picture !
















The film
Verify the composition of the equipment

The 3 advertising film campaigns were all shot by just one director and one cameraman using 2 Bolex cameras, handmade in Switzerland in the 70s. These unique devices have neither electronic components nor batteries, and are powered by an internal spring drive, wound manually. No artificial lighting was used. The interviews and other sounds were recorded by the director himself.








the composition
of the equipment
We could have shot all the films for this campaign using a “standard” digital camera to obtain a very high resolution image. To do so however would have meant accepting some serious drawbacks, in particular environmental: a digital camera is manufactured using industrial processes involving electronic components of uncertain origin. Moreover, modern digital cameras require a camera assistant as well as rather heavy shooting and lighting equipment, all of which have to be transported to the shooting location. For these reasons, we decided to keep the equipment and the number of people to a strict minimum.






Restrain the number of shots
Thanks to his careful and detailed preparation, the director was able to keep the number of takes to a minimum, shooting only what he needed and saving on film stock. A rough editing was done by hand, directly on the film stock, so as not to digitize unneeded sequences. The film laboratory chosen recycles all its photosensitive products.
Behind the scenes of our
eco-responsible campaign
Comparative eco-balance

An eco-responsible
advertising campaign

  • 5 days on location
  • 18 persons on location
  • Film stock only,
    no artificial lighting, no set
  • Eco-responsible transport,
    on-site moving and accommodation
  • No auditioning, no stylization
  • 1 week of post-production
5,9 Tons of CO² generated

The same campaign using industry standards

  • 5 days on location
  • 24 persons on location
  • Digital equipment
    and energy-consuming lighting
  • Standard transport,
    on-site moving and accommodation
  • Standard auditioning and stylization
  • 3 weeks of post-production
15,2 Tons of CO² generated


Biocoop SA COOP
9/11 Avenue de Villars
RCS : 382 891 752
Société Anonyme Coopérative à capital variable

Directeur de la publication : Claude Gruffat (président)


Agence : Fred & Farid Paris
Client : BIOCOOP
Titre campagne : la campagne responsable
Directeurs de création : Benjamin Marchal & Olivier Lefebvre
Conception : Noé Sato
Direction artistique : Rémy Gendre, Radouane Guissi, Christophe Bouche, François Claux
Responsables annonceur : Patrick Marguerie, Maéva Selami, Iskandar Kouki
Responsable agence : Emmanuel Ferry
Production digitale : Domitille Doat, Jim Tran, Benjamin Bouzerau Lévy
Production et Développement : Figs-Lab & Plasmasoft
Typographe : Aleksi Cavaillez

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