YASUNI ITT by Maruri Grey Quito for ECUADOR GOVERNMENT

YASUNI ITT

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Industry Public awareness
Media Print, Magazine & Newspaper
Market Ecuador
Agency Maruri Grey Quito
Director Felipe Ponce De Leon
Executive Creative Director Dante Rossetto - Daniel Perez Pallares
Creative Director Rodrigo Costas, Federico Russi, Director Adrian Morano
Art Director Jorge Proaño
Released June 2012

Awards

Cannes Lions 2012
PR Lions Best International PR Campaign Gold

Credits & Description

Type of entry: Best Campaign
Category: Best International PR Campaign
Advertiser: ECUADOR GOVERNMENT
Product/Service: CIMA
Agency: MARURI GREY Guayaquil, ECUADOR
Advertiser ECUADOR GOVERNMENT
Product CIMA
Entrant MARURI GREY Guayaquil, ECUADOR
Type of Entry: Best Campaign
Category: Best International PR Campaign
Title: YASUNI ITT
Advertiser/Client: ECUADOR GOVERNMENT
Product/Service: CIMA
Entrant Company: MARURI GREY Guayaquil, ECUADOR
DM/Advertising Agency: MARURI GREY Guayaquil, ECUADOR

President: Eduardo Maruri Miranda (Maruri Grey)
General Manager: Fausto Maruri Miranda (Maruri Grey)
Executive Creative Director: Daniel Pérez Pallares (Maruri Grey)
Creative Director: Rodrigo Costas (Maruri Grey)
Creative Director: Adrián Morano (Maruri Grey)
Creative Director: Federico Russi (Maruri Grey)
Director: Felipe León (Maruri Producciones)
Art Director: Jorge Proaño (Maruri Producciones)
Executive Producer: Andrés Arzube (Maruri Producciones)
Post Director: Andres Montesinos (Maruri Producciones)

Describe the campaign/entry
The Yasuni ITT Park is one of the most biodiverse reserves of the world.

Its species of flora and fauna are unique on Earth. Its wealth can not only be found on the surface of the earth, but underneath it.
It has one of the largest crude oil reserves in the world, with 846m barrels, the equivalent to 7.2m dollars, which would provide a great economic boost for Ecuador, but for the rest of the world, an ecological disaster.

Ecuador had a huge dilemma: lose the reserve or lose the money?

We proposed to keep both. We invited the world to buy oil, but to leave it underground.

To communicate this, we organised The International Environmental Summit, where we had the most influential person in Ecuador meet with the most influential ambientalist in the world.

The planet started talking about Yasuni ITT.

More than 50 countries, governments, private enterprises and other people added to the initiative and started collaborating.

We managed to save the indigenous communities, saved thousands of species, and more importantly we got the world to invest in the planet.

Describe the brief from the client
We proposed to keep the oil, the reserve and the money, an ambitious idea to convince the world to pay us to not drill the oil in the reserve. We have a goal of collecting 100 millions of dollars by the year's end so the government could have their economic growth without damaging one of the richest ecosystems in the earth.



Results


- The planet started talking about Yasuni ITT.
- More than 50 countries, governments, private enterprises, famous people like Edward Norton, Leonardo DiCaprio and people around the globe added to the initiative and started collaborating.
- We managed to save the indigenous communities, saved thousands of species and more importantly we got the world to invest in the planet.
- We surpassed our ambitious goal and collected 116,000,000 by December 2011.



Creative Execution


We started our plan creating the 'international summit of the environment' (CIMA) and make the most important person of Ecuador, President Rafael Correa, meet the most influential environmentalist, Al Gore. There we appealed to the world to join us in our cause to save the Yasuni.




The Yasuni ITT Park is one of the most biodiverse reserves of the world.

Its species of flora and fauna are unique on Earth. Its wealth can not only be found on the surface of the earth, but underneath it.
It has one of the largest crude oil reserves in the world, with 846m barrels, the equivalent to 7.2m dollars, which would provide a great economic boost for Ecuador, but for the rest of the world, an ecological disaster.

Ecuador had a huge dilemma: lose the reserve or lose the money?




We created an attractive cause for the media; the initiative needed to be covered by mediums around the world and even make famous pop couture icons help us. The best way to do it was to generate a media buzz using a famous environmentalist and our president to make the world see Yasuni as a cause worth joining.