Ellen MacArthur Foundation Summit, 2020

Cycle sustainability baseline captured for circular economy summit

  • The Brief

    Capture and report Cycle Baseline sustainability data for the virtual Ellen MacArthur Foundation Summit 2020.

  • Our Approach

    This two-day virtual event involved the live filming and broadcast of content at Kennington Film Studios in London, with key presenters, Ellen MacArthur team and Smyle crew working on-site, under strict biosecurity measures.

    Our team recorded Cycle Baseline data for sustainability metrics including crew travel and accommodation, material use, equipment provision, transportation and catering. Within the planning, we also reviewed the venue’s environment policy which covered recycling, reuse, energy usage and travel. 

    This data culminated in the creation of a Cycle Baseline Report, providing a benchmark for mapping the full sustainability footprint of the Summit activation, including estimated CO2e (greenhouse gas emissions) for crew travel and transport and stats on the % of the equipment, materials and equipment reused or hired. 

    The Summit report also highlighted the vital role of venues in sustainability. In this case the event was powered by 100% renewable energy, and our on-site Smyle team monitored how key venue sustainability policies were implemented. 

    Cycle Baseline Reports also capture learnings for future action. In this example, biosecurity measures and public transport restrictions resulted in an unavoidable negative impact, for example, limited public transport options for crew, on sustainability, presenting opportunities for further improvement next time around.

  • The Result

    This example of Cycle Baseline Reporting, highlights how Smyle is promoting the sustainability agenda to strive for future improvement. Going forward, tracking core sustainability metrics will be part of every Smyle project, ensuring this becomes part of our mindset and process across core elements of planning and delivery.

    For brands like the Ellen MacArthur Foundation, sustainability is already a priority, for their Summit event, our 2020 Cycle baseline report provided a benchmark data set, learnings and recommendations to inform direction and decisions about future events and identify opportunities to raise the bar even higher.