Izai Amorim (Mr Cool Ness) is a Brazilian from Salvador, a beautiful coastal city threatened by climate change. He was trained as an architect but works as a branding consultant. He uses his branding skills to help the cause of climate change, sustainability, and environment protection. He believes that climate and environmental protection must be fun, easy, and cool. He works hard to elevate sustainable behaviour and environmental protection to a coolness status, something people will voluntarily and eagerly want to do. Sustainability must be certified cool. That’s why he called his company Certified Coolness.