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Invibes and MUSE Launch Carbon-Neutral Digital Campaign for 2024

Invibes Advertising and MUSE (Museo delle Scienze di Trento) renew their partnership for 2024 to run digital campaigns under a Carbon-Neutral label, aiming for responsible communication and sustainability. The spring campaign uses Invibes' proprietary technology to reduce ad emissions and offset them with certified carbon credits supporting eco initiatives globally. Based on previous year results, Invibes refined targeting and contextual strategies, achieving a viewability of 76% and a CTR 30% above their benchmarks. The campaign theme emphasizes nature and sustainability with installations featuring flowers, butterflies, and ancient trees, under the motto 'Nature is in our plans. All six'. Antonia Caola of MUSE and Alvise Zennaro of Invibes emphasize shared values around science communication, environmental protection, and technological independence that enables transparent CO2 emission tracking.

Invibes and MUSE Launch Eco-Friendly Digital Campaign

Invibes Advertising and MUSE - Trento Science Museum renewed their collaboration in 2024, extending a carbon-neutral digital advertising program. The partnership uses the Invibes Carbon-Neutral label to neutralise campaign emissions and fund eco-sustainable initiatives through certified carbon credits. For the spring campaign, Invibes deployed an emissions-reduction approach and offsetting, highlighting a commitment to environmental responsibility while maintaining performance. Media KPIs from the collaboration include a 76% viewability rate and a CTR that is 30% above Invibes benchmarks. The spring programme promotes environmental protection under the motto “Nature is in our plans. All six,” featuring public events with flowers, butterflies, and ancient trees. Antonia Caola of MUSE and Alvise Zennaro of Invibes emphasised the partnership’s alignment with sustainability goals and the aim to deliver effective, carbon-free digital promotion.

Celebrities Receive Startup Equity for Promotion

The article reports a growing practice in which celebrities trade their promotional reach for equity stakes in startups. High-profile examples include Ashton Kutcher, who has used his media appearances and social channels to promote portfolio companies (his firm A‑Grade is invested in Interaxon, maker of the Muse headband), and Snoop Dogg, who participated in a Reddit financing round and leverages an agency (Cashmere) to amplify investments. Athletes such as LeBron James and Carmelo Anthony also engage with startups or venture vehicles and tout their social followings in deals. Legal counsel (Alan Hock of Moritt Hock & Hamroff) says modern endorsement agreements commonly include meaningful equity components plus contracted social‑media deliverables. The piece also recounts disclosure and reputational risks—Kutcher faced criticism for undisclosed placements and a photoshopped promotional image—and notes Kutcher benefited from an early Skype stake when Microsoft acquired Skype for $8.5 billion.