Join  'Generation Awake', the campaign developed by Ogilvy Brussels for the European Union's DG Environment. 

The campaign that launched this week calls upon citizens to Join Generation Awake, the European movement for smart consumers. The main message is not about ‘consuming less’ and sacrificing quality of life, but about having an enhanced quality of life by consuming differently. It is rooted in people’s daily lives to make it recognisable for the majority of consumers (young urbans and families with kids). 

Above all, the campaign aims to arouse curiosity and encourage people to change their behaviour. With a dedicated website in 23 languages, a viral musical clip and a Facebook page where visitors are invited to join the movement, discover and exchange tips and accept challenges, the campaign features a positive movement. 

The goal is for Generation Awake to energise, excite and inspire people everywhere in Europe to embrace new ways of thinking, consuming and living.