B Lab is a non-profit transforming the global economy to benefit all people, communities, and the planet. Project delivered in collaboration with &why.

B-Lab Europe

Strategy. Concept. Creative Direction.


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B Lab Europe, the organization behind the B Corp certification in Europe, sought a fresh framework to help certified companies share their journey as B Corps – viewing certification not as the finish line, but as the start of a continuous improvement process.

In collaboration with &why, a B Corp-certified agency and valued partner, we developed “The Journey of Doing,” a new platform for B Corps to communicate their goals, challenges, and achievements.

Gudrun Drexler

Marketing Communications Lead, B Lab Europe

"Working with not so creative was a great pleasure. Their creativity paired with an holistic and solution-oriented approach helped us create a European-wide campaign that brings businesses' impact stories to life through the power of AI and human-centered storytelling. not so creative working style is proactive, flexible, and efficient, and he excels at thinking outside the box. We would work with them any time again! It was an absolute breeze!”


Crafting a Movement

Our mission was to create a scalable and engaging way for companies across Europe to participate in launching "The Journey of Doing" campaign on LinkedIn, sharing their real-world journeys toward greater impact.

Our Approach

To capture the spirit of the B Corp community within a tight timeframe, we embraced a crowdsourced, user-generated approach. Rather than producing a commercial from scratch, we turned to the B Corp network itself, encouraging companies across Europe to contribute their stories. This community-driven content approach reflected the collaborative ethos of the movement.

We provided detailed guidelines for companies to submit their own video footage and high-quality audio recordings, answering key questions that would shape a compelling narrative. By weaving these submissions together, we created a powerful video that builds to a crescendo, highlighting the goals, challenges, and achievements of B Corps across Europe.

More than 20 B Corps, including L'Occitane, Got Bag, Davines, and Nomads Surfing, contributed to the campaign, allowing us to highlight the wide range of industries and perspectives that make up the B Corp family.

Celebrating

Collective Impact

The video was published and promoted by B Lab Europe along with multiple B Lab entities across Europe, capturing the variety and strength of the B Corp community, amplifying their shared commitment to driving positive change. The campaign was the first step to launch and promote the Journey of Doing concept to promote the B Corp certification as a continuous journey of improvement.

Choose Better
B Corp Consumer Platform

B Lab Germany, in partnership with renowned German B Corps, embarked on a mission to raise awareness of the B Corp label within consumer products. Our team led the conceptualisation and copywriting of a web experience, enabling consumers to discover the impact of their choices and foster greater consciousness in their consumer decisions. This innovative web experience recently won a Webby Award, often referred to as the European Internet's equivalent of the Oscars.

Want to know more?

Get in touch with us to learn how to effectively communicate your B Corp certification & let’s talk about how not so creative can help amplify your brand’s story through impactful communication.