ZEISS, a global leader in optics and precision technology, has a longstanding reputation for scientific excellence. In today’s world, however, technological leadership must go hand in hand with societal and environmental responsibility. That sense of responsibility is especially vital when addressing one of the greatest challenges of our time: the climate crisis.
Climate change is no longer a distant threat to the future. This is particularly visible in the polar regions, where the ice is melting at an alarming rate. However, what seems distant and invisible is often not perceived as urgent. This is precisely where the project ‘The Last Generation on Ice’ comes in: an international awareness campaign by ZEISS in cooperation with the award-winning photographer, environmental activist and polar explorer Sebastian Copeland. With the help of ZEISS, Copeland travelled to the northernmost regions of Greenland, documented the melting of the ice masses and provided insights into a world that is on the verge of disappearing forever. The idea was to make the invisible visible. With images, stories and effective collaboration.
Through emotional storytelling, educational outreach, and visual documentation, the project aimed to:
The project began with a simple premise: what people can’t see, they rarely protect. ZEISS, together with explorer and photographer Sebastian Copeland, aimed to make the unseen visible by capturing the landscapes of the Arctic and translating the complex issue of climate change into a story that would resonate emotionally and visually with people around the world.
We developed a multi-dimensional content strategy that connected three key pillars: environmental storytelling, educational engagement, and product relevance. At the core of the strategy was authenticity. Instead of scripted content, the campaign centered around a real expedition to Greenland. Copeland’s journey, documented using ZEISS camera lenses, became the foundation for powerful photography, a documentary film, and a wide range of educational content.
The strategy combined multiple dimensions:
Visual storytelling: Captivating images and video brought the realities of Arctic climate change to life.
Educational engagement: ZEISS donated microscopes to the northernmost school in the world and organized workshops with students thus showing a real commitment to knowledge-sharing.
Global reach: Content was distributed through social media, press outreach, exhibitions, and film festivals to ensure broad visibility.
The campaign avoided overt branding and focused instead on relevance and impact. ZEISS positioned itself not as a sponsor, but as an enabler by providing the tools and platform for exploration, documentation, and education.
Execution highlights included:
- The campaign was rolled out across three hero videos, each focusing on a different thematic angle (ZEISS’ initiative “A Heart for Science”, Sustainability and Environmental Awareness, and Photography)
- The short film "Melting Giants", selected for the Sheffield Adventure Film Festival
- A dedicated landing page featuring interviews and expedition content
- Collaborations with media
- Keynote talks and panel discussions on the intersection of technology and environmental responsibility
Internally, the campaign was also used to engage employees across global ZEISS locations, reinforcing a shared sense of purpose and values.
What made the execution particularly effective was the combination of scale and sincerity. Every element, from student workshops to public film screenings, was designed to connect head and heart, science and emotion, in a way that felt personal, urgent, and hopeful.
The campaign did not only promote the brand; it promoted perspective. And in doing so, it created meaningful connections between ZEISS, its stakeholders, and the world it helps to observe and understand.
“The Last Generation on Ice” generated significant global engagement, both in terms of reach and reputation. The campaign achieved over 68 million impressions across owned, earned, and shared channels. It was covered in international media amplified by thought leaders, and embraced by diverse audiences from students to environmentalists to photography communities.
The short documentary “Melting Giants” was selected for inclusion in the Sheffield Adventure Film Festival, extending the campaign’s impact beyond corporate channels into the cultural and educational space.
Social media content saw strong engagement. Comments and shares frequently referenced the emotional power and credibility of the visuals, a clear sign that the message resonated. By enabling students in remote areas to explore their environment up close, the microscope donation and the “A Heart for Science” workshop were praised for being a meaningful step in making science education accessible and relevant in even the most remote communities.
Internally, the campaign improved employee identification with ZEISS’ values, and was referenced by multiple business units as a model for future communications with purpose.
Most importantly, the campaign succeeded in connecting ZEISS with a broader conversation about the planet, the future, and the role of science in shaping both. It demonstrated that a technology company can (and should) be part of the cultural narrative around sustainability, not just a supplier of tools.
By making the invisible visible, ZEISS sparked reflection, curiosity, and action and showed how powerful it can be when a company speaks not just about what it makes, but what it makes possible.