JANNA by Ogilvy & Mather Moscow for WWF

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JANNA

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Russia
Agency Ogilvy & Mather Moscow
Creative Group Head Vadim Sessyunin
Producer Rachel Cohen, Dmitry Nikonorov
Editor Jane Edlington, Ray Stevens
Released April 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: WWF RUSSIA
Product/Service: TIGER PRESERVATION GLOBAL SUMMIT
Agency: OGILVY GROUP RUSSIA
Date of First Appearance: Apr 15 2010 12:00AM
Entrant Company: OGILVY GROUP RUSSIA, Moscow, RUSSIA
Chief Creative Officer: Carl Le Blond (Ogilvy, Moscow)
Regional Creative Director: Paul Smith (Ogilvy, London)
Editor: Ray Stevens (Familyediting)
Director of Photography: Pavel Kapinos
Producer: Dmitry Nikonorov (Ogilvy, Moscow)
Account Director: Anna Smirnova (Ogilvy, Moscow)
Editor: Jane Edlington (Golden Square)
Producer: Rachel Cohen (Golden Square)
Creative Group Head: Vadim Sessyunin (Ogilvy, Moscow)
Assistant to Chief Creative Officer: Tafrova Anna (Ogilvy, Moscow)
Media placement: TV Campaign - 4 Spots - TNT Channel - 15.04.2010

Describe the brief/objective of the direct campaign.
This year is the year of the Tiger. WWF Russia in partnership with the government has organised ‘The Global Summit on Tiger Preservation’ which will be held in the Russian City Vladivostok. Four Russian celebrities/ambassadors’ who in their own way have a real connection and passion, with the great Amur Tigers, were asked to speak up on behalf of the Tigers. These people don’t speak they roar as tigers, what they are saying is subtitled next to them. The fact that they will soon be extinct through deforestation, poaching and lack of food if we do not act now.

Explain why the creative execution was relevant to the product or service.
The strength of the creativity consists in the fact that one doesn't expect famous people (who are going on the podium to give a speech to support WWF and the tigers) to start roaring instead uttering the words. This incongruity creates the necessary impact. The sound of the real tiger roaring is subtitled next to the character. There are only a few laconic lines, which enhances the idea and immediately renders to us the message guiding the viewers to the WWF website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Four Russian celebrities/ambassadors’, Janna Frisky (pop singer, actress, born in the year of the tiger) being one of the four, who in their own way have a real connection and passion, with the great Amur Tigers, were asked to speak up on behalf of the Tigers. These people don’t speak they roar as tigers, what they are saying is subtitled next to them. Janna dramatically delivers how the Amur tigers will soon be hunted to the extinction if we do not act now.

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.
The film is integrated into a global WWF 'Roar for the Tiger' Campaign. There will be held a big presentation of the campaign where the films will be shown to the wide audience (press, media people).