THE GREEN PARTY: THE CORAL CEMETERY

Credits:

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Title: THE CORAL CEMETERY
Advertiser/Client: THE GREEN PARTY
Product/Service: RED CORAL REEF
Entrant Company: SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Advertising Agency: SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Creative Credits
Name Company Position
Kobi Barki Shimoni Finkelstein Draftfcb Executive Creative Director
Kobi Barki Shimoni Finkelstein Draftfcb Copywriter
Reuven Givati Art Director
Details
Results and Effectiveness:
By sign-posting the places where the coral had died we influenced reef visitors to take action and protect the areas where the coral was still living. The story also reached the wider public and was featured on national cable and terrestrial TV news (HOT, Channel 1) and the local press. By gaining extensive “free” media coverage, we succeeded in amplifying our message and putting the Reef’s fate back on the nation’s agenda.
Creative Execution:
Our strategy was to communicate to people at the actual time and place where the coral had died in order to create awareness of the destruction and their role in its fate. We created an environmental installation of a “coral cemetery” consisting of 75 floating graves on the site of the Northern Red Sea beach. The graves carried the names of coral reefs that had died. The installation was created during the heavy tourist season targeting the short-term tourists who create the damage.
Insights, Strategy and the Idea:
The Red Sea Coral Reef is being killed at an alarming rate – 70% is dead. The Green Party wanted to make the general public, especially reef tourists, aware of the alarming rate of destruction and the urgency of conservation. Our insight is that many people fail to believe that so much of the coral is dead.