WWF Digital DEFORESTED FIELD by Grey Sao Paulo

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DEFORESTED FIELD

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Digital, Interactive & Mobile
Market Brazil
Agency Grey Sao Paulo
Executive Creative Director Pedro Cappeletti
Creative Director Pedro Cappeletti
Art Director Eduardo Nose, Lucas Apoteker Heck
Copywriter Guilherme Camargos, Paulo Amaral, Marcos Piccinini
Account Supervisor Alberto Damasceno
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best brand or product integration into a feature film, existing TV show and/or series Gold
Direct Lions Best Use of Direct Marketing; Direct response broadcast: TV, radio & infomercials Silver
PR Lions Technique; Best use of Broadcast Silver

Credits & Description

Type of entry: Best Use of Direct Marketing
Category: Direct response broadcast: TV, radio & infomercials
Advertiser: WWF
Product/Service: WWF
Agency: GREY 141 GROUP São Paulo, BRAZIL
Chief Creative Officer: Pedro Cappeletti (Grey 141)
Executive Creative Director: Pedro Cappeletti (Grey 141)
Creative Director: Pedro Cappeletti (Grey 141)
Executive Creative Director: Daniel Perez (Grey 141)
Art Director: Lucas Heck (Grey 141)
Art Director: Eduardo Nose (Grey 141)
Copywriter: Marcos Piccinini (Grey 141)
Copywriter: Guilherme Camargos (Grey 141)
Copywriter: Paulo Amaral (Grey 141)
RTVC: Natacha Veiga (Grey 141)
RTVC: Renata Ruas (Grey 141)
Account Director: Letícia Meira (Grey 141)
Account Manager: Raquel Abdala (Grey 141)
Account Supervisor: Alberto Damasceno (Grey 141)
Film Director: Matheus Ruas (Studio Fly)
Describe the brief from the client
People in Brazil don't have an accurate perspective of how critical some environmental issues are, like the deforestation rate. In every 4 minutes, the area of a football field is devastated in Brazilian forests. Our goal was to make people realize the actual scale of the destruction, by making it more tangible to this idle audience, and raise access to the local WWF website.

Creative Execution

By using the number one game in the country to make the problem tangible, we engaged a broader public from an idle standpoint into actual involvement with the cause.


Creative Solution to the Brief/Objective.

We developed an intervention on the broadcast of a Brazilian National Team match that was aired on Band Sports Channel. For 4 minutes, the field has gradually changed its colour, from green to brown, demonstrating the rate of devastation of Brazilian forests in real time to the audience.


Results

The days following airing of the idea saw a 73% raise in access to the local WWF access. The video explaining the effort also got several thousands of views and mentions in the media and social networks.
The issue was raised successfully with great buzz, and Brazil gained more perspective about it, as the client wanted.