By premising its whole business on being eco-friendly, Biocoop has put itself in the position of being held to the high standards it claims to have. What this means is that if the company does anything that might not be eco-friendly, it immediately opens the door to criticism.
So, when it came to developing its latest campaign, the company decided to deliver a campaign that brought life to the core tenets on which the company is built. It approached ad agency Fred & Farid to develop a campaign that would have the least impact on the planet, and this resulted in a campaign that only used 5.9 tons of carbon dioxide—which, as Adweek points out, is only a third of what would've been used if the agency used more traditional means.
However, given that the process was quite labour intensive, it unfortunately seems unlikely that many other agencies will follow their example.