A group of creative leaders from around the world were invited to participate in a two-and-a-half-day workshop on the “Most Important Brief” — a collaborative brief developed by the Earth Public Information Collaborative (EPIC), a global initiative that brings together leading creative leaders to develop campaigns that drive a cultural shift in perspective on sustainability and climate action. The brief provided the insights needed to create and launch a revolutionary, conscious action for people and the planet, in what EPIC has termed a ‘whole-of-Earth approach’ to communications. Angerson Vieira, co-CCO of Africa Creative, was a special guest at the event and a member of EPIC’s Creative Council.
“EPIC was created to bring together an ecosystem of the best communicators, and we’ve managed to bring together some of the world’s best creative minds in this Creative Council to work on the biggest cultural issue of our time. This has never been done before, and the work we’re seeing from this group is truly inspiring,” said Natalia Vega, Executive Director of New Zero World and Global Campaign Lead at EPIC.
The workshop took place from September 10-12, starting at the United Nations (UN) headquarters in New York City and organized by EPIC’s media agency partner Horizon Media. The campaign is scheduled to launch in 2025 and is seen as a unique global opportunity to reposition the issue of climate change in the public’s mind, promoting new opportunities for transformation.
“It was an immense honor to be part of this event. The Most Important Brief represents a unique opportunity to reimagine how we communicate the urgency of climate change and mobilize the world around innovative solutions. Collaborating with such brilliant minds and contributing to such a significant campaign was incredible,” says Angerson Vieira, co-CCO of Africa Creative.
The Earth Public Information Collaborative (EPIC) is a global communications initiative with a mission to harness the power of media, technology, advertising and marketing to engage the public with essential information, science and solutions through personalized campaigns — using media and storytelling to inspire action at the speed and scale needed to address the nature and climate crises.
