This year, on the 30th anniversary of Biodiversity Day, champagne house Moët & Chandon is leading the way, turning the day that recognizes biological diversity into an entire week with a global social activation. Starting May 22nd, Moët & Chandon is using their social channels, showcasing their actions to preserve their unique natural heritage: the nature of Champagne. As the leading Maison, Moët & Chandon want to further the discussion about the importance of enhancing biodiversity and to encourage collective action.  

The weeklong activation centres on the Maison’s local actions in Epernay, France, through our winegrower collaborators’ eyes, but also the more unexpected ones - the regional flora and fauna. To highlight their key role in the discussion about biodiversity, Sid Lee created resumes for some of the most vital actors – the region’s ladybugs, sheep, poppies, and bees - underscoring their unique contributions in the 392 hectares the Maison has set aside as a biodiversity conservatory, from reducing carbon emissions to soil preservation.   

"For years, Moët & Chandon launched countless initiatives to accelerate the ecological transition in Champagne. Sid Lee Paris’s objective was to shed light on the actions of their agroecology program and those that carry them out, and to inform consumers about the Maison’s commitments, through genuine, engaging content.

"But, most importantly, as Moët & Chandon is a leading Champagne Maison, we wanted to establish a path the industry can be inspired by and participate in. That would be our greatest achievement." Jean-Baptiste Destabeau, DGM at Sid Lee Paris. 

The resumes will be posted on the Maison’s LinkedIn channel throughout the week, beginning on Biodiversity Day, May 22nd through May 26th. Moët & Chandon’s Instagram will also feature a three-part mini-series featuring the employees who are on the ground every day, putting the initiatives into practice. Other content will include quizzes, polls, and more to engage users and bring them into the all-important discussion about biodiversity.