Natura’s campaign, The Amazon Greenventory by Africa Creative DDB, São Paulo, won the Grand Prix in Sustainable Development Goals (SDG). The project challenges the misconception that profit from the Amazon requires deforestation.
The cosmetic brand mapped 400 km² of the Amazon using artificial intelligence and drone technology to conduct a tree inventory, completing what would traditionally take 25 years in six months. It then partnered with local agro-extractive communities, combining advanced technology with local knowledge to identify trees with cosmetic potential, shifting the focus from deforestation to sustainable harvesting.
Josy Paul, chairperson and chief creative officer, BBDO India, said noted that the judging criteria was 20% for idea, 20% for strategy, 20% for execution, and 40% for results and impact, and that ‘all this led to some really passionate, uncomfortable, beautiful, honest debates in the jury sessions’.
He said there was a strong focus on SDG goals like life on land, gender equality, reduced and inequalities, adding, ‘Many entries tackled more than one SDG, reflecting growing understanding that these issues are deeply interconnected. There was also a noticeable shift towards community led storytelling, migration, displacement, dignity, identity. These are the rising themes.’
Speaking about what stood out about the winning entry, he highlighted the longevity of the initiative: ‘It's a powerful demonstration that sustainable profit can come from innovation, not destruction. It's work that doesn't just create impressions but leaves a lasting impression on the world.’
