Amazon Web Services - Vanishing Emails (case study)

A new tool that identifies and deletes expired promotional emails. VML and Amazon Web Services (AWS) have created "Vanishing Emails" to automate the deletion of expired promotional emails using advanced algorithms - minimizing energy usage and reducing the advertising industry's carbon footprint. When promotional emails expire, their carbon footprint cuts back.
Storing large amounts of email data, such as temporary promotional emails, increases the carbon footprint. The advertising industry accounts for about 30% of this problem, underscoring the need for a mindset shift towards a more environmentally conscious digital approach.
An innovative solution to automate the deletion of expired promotional emails, significantly minimizing stored email data and associated energy use. "Vanishing Emails" automates the deletion of expired promotional emails through advanced algorithms and machine learning. Using AWS, it efficiently processes deleted emails while ensuring data privacy and security, identifying unnecessary emails based on sender information, subject lines, and content patterns. Users engage by linking the tool to their email accounts, customizing deletion settings, and tracking their real-time environmental contributions.
"Vanishing Emails" addresses the growing global concern of humanity's collective digital carbon footprint. Created by WPP, developed by Slalom and powered by Amazon Web Services (AWS), "Vanishing Emails" will help to set a new standard for sustainable digital communications.
- 219.2 billion: Promotional emails deleted in first year.
- 6,500: Reduction in tons of CO2 emissions.
AWARDS
Cannes Lions 2024
- Bronze in Innovation
CREDITS
Brand: Amazon Web Services (AWS).
Creative Agency: VML Lima, Perú.
Global Chief Creative Officer: Debbi Vandeven.
Global Chief Creative Officer, Innovation and Co-Chief Creative Officer, EMEE: Bas Korsten.