Engineering Change

The global aviation industry has adopted an ambitious climate goal of net zero carbon emissions by 2050.

At a time when many technologies needed to achieve this goal do not yet exist, manufacturers like Embraer need to show their own progress. But, like every other player in the category, they face the challenge of saturation of the communications landscape with sustainability claims – research suggesting sustainability messaging is becoming ‘white noise’ gaining increasingly less attention.

When Embraer sought to deliver a series of sustainability messages, the agency recognised the potential for audience engagement by leaning in to the ‘Engineering mindset’ of the industry and those interested in it, using the power of video. We needed to express complex, innovation and engineering concepts, simply, through a visual style that could become a distinctive brand asset in its own right.

The resulting video series entitled ‘Engineering Change’ is scripted and filmed by the agency who also create animated 3-D graphics and set design, with a distinctive Engineered Innovation visual style. Each episode showcases a topic highlighting the challenges of achieving net zero, and new opportunities Embraer is opening up.

A presenter hosts the series, engaging the viewer more directly than a voice-over. With visual ‘wow’ achieved by the presenter interacting with the 3D animations and holograms while speaking to camera.

The agency drives social channel performance through and beyond the industry. In its third season, the first two episodes have achieved almost 3.5 million views across social platforms, helping Embraer’s YouTube channel surpass 146,000 subscribers.