CHALLENGE
Container shipping underpins global food security but comes at a high environmental cost when frozen goods move at -18°C. DP World needed a campaign that would demonstrate genuine sustainability action, rebuild trust among business stakeholders and unite a competitive sector around a common goal. We also wanted to provoke meaningful discussion in the industry and catalyse a long standing shift in the temperature standard.

STRATEGY
We partnered with independent experts at the International Institute of Refrigeration in Paris and the University of Birmingham and commissioned research to test whether raising the temperature by three degrees would harm cargo. After rigorous analysis showed that cargo integrity remained intact while saving vast amounts of energy and cutting carbon emissions, we created an initiative called the Move to -15°C. We published the full research as an open access report before COP28 to ensure transparency and credibility and invited competitors to join a new industry coalition.

EXECUTION
Collaborating with our brand agency, I led the creation of a purpose‑driven creative platform to carry the campaign. From this foundation, we produced the hero video and key visuals, which drove every element of our execution:

• Produced a hero video and suite of visual materials hosted on a dedicated website alongside the research report.

• Organised a Move to -15°C event at the DP World space during COP28 where academics presented findings and industry leaders joined a panel discussion with the Group's Chief Sustainability Officer.

• Issued an open letter to the sector calling for adoption of the new standard and ran a targeted LinkedIn campaign via DP World and partner channels

• Engaged Thomas Eskesen, a respected industry veteran, to champion the initiative among peers.

Coalition website, hosting information on the research, news and movement.