VIDEODEGRADABLE by McCann Madrid for Greenpeace

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VIDEODEGRADABLE

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Spain
Agency McCann Madrid
Executive Creative Director Santiago Lucero, Leandro Raposo, Hugo Olivera, Pablo Stricker, Pablo Colonnese
Creative Director Ricard Figueras, Monica Moro
Art Director Roberto Ruiz
Copywriter Juan Manuel Corbalan
Released April 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: GREENPEACE
Product/Service: ENVIRONMENTALISM
Agency: McCANN ERICKSON
Date of First Appearance: Apr 1 2011
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Entry URL: http://www.interachtung.com/videodegradable
Chief Creative Officer: Leandro Raposo (McCann Erickson)
Executive Creative Director: Monica Moro/Pablo Colonnese/Hugo Olivera (McCann Erickson)
Creative Director: Monica Moro (McCann Erickson)
Copywriter: Juan Manuel Corbalan (McCann Erickson)
Art Director: Roberto Ruiz (McCann Erickson)
Account Team: Angeles Porcel/Rosa Santamaria (McCann Erickson)
Technical Director: Enrique Moreno (McCann Erickson)
Programmers: Diego García/Fernando García (McCann Erickson)
Media placement: Internet - Youtube - 1 April 2011

Describe the brief/objective of the direct campaign.
To make a very broad target (Internet users) aware of the environmental degradation of the planet.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the VIDEODEGRADABLE to catch the attention of Internet users: The first video in history that degrades every time you watch it.
Each time you play it, the video seems the same but something is gradually degrading: it’s the environment. Just as in real life, the surroundings, the environment and the conditions in which the videos take place continue to degrade as long as we do nothing to stop the process.

The video degrades just like animal or vegetable life degrades until the message appears:

This video is not the only thing that degrades every time you watch it.

Internet banners on youtube highlighted the campaign.

Explain why the creative execution was relevant to the product or service.
Using the natural medium of virality (video) but using it in a completely new way. It is not just the vehicle that acts as a container of a message, it is also the idea and the concept themselves. No medium has ever been used in this way to transmit a message.

The medium is best suited to the brand, capturing a target that is familiar with this type of video, though they have never seen one like this before.

Use is made of the impact to generate a call to action which takes you instantly to the Greenpeace web page.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
18% of visits to the Greenpeace website were redirected from VIDEODEGRADABLE. While the campaign was running, membership increased 45% more than in previous campaigns.