Sea Shepherd Conservation Society Print WHALE by Ogilvy & Mather Singapore

WHALE

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Industry Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Art Director Cinzia Crociani, Sean Soo. Pr
Copywriter Daniel Barrett
Producer Alvin Chin, Tina Jodhi
Released April 2012

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: SEA SHEPHERD
Product/Service: MARINE CONSERVATION
Agency: OGILVY & MATHER SINGAPORE
Chief Creative Officer: Steve Back (Ogilvy & Mather Singapore)
Copywriter: Daniel Barrett (Ogilvy & Mather Singapore)
Art Director: Sean Soo (Ogilvy & Mather Singapore)
Art Director: Cinzia Crociani (Ogilvy & Mather Singapore)
Producer: Alvin Chin (Ogilvy & Mather Singapore)
Producer: Tina Jodhi (Ogilvy & Mather Singapore)
Sound: - (The Gunnery)
Production Company: - (Hogarth)
Media placement: Publicity Handouts - Dive Asia 2012 - 14 April 2012
Media placement: Activation - Dive Asia 2012 - 14 April 2012
Media placement: Itunes - - 16 April 2012
Media placement: Radio - - 16 April 2012
Media placement: Direct Mail - -

Describe the objective of the promotion.
To build awareness of modern whaling and encourage the public to support Sea Shepherd in their ongoing efforts to stop commercial whaling for good.

Describe how the promotion developed from concept to implementation.
To communicate the suffering of whales and promote Sea Shepherd’s cause, we created an entirely new musical genre: Whale Death Metal.

Whale Death Metal radio spots were placed in easy-listening time slots to disrupt the public and force them to acknowledge modern whaling and hear whale song in a completely different light.

CDs were mailed to radio stations, influential people and handed out to the unsuspecting public at diving and marine conventions, and iTunes allowed people to share their experience online. Disguised as typical whale song CDs, the grim reality of the whale’s song only became apparent when someone pressed play.

Explain why the method of promotion was most relevant to the product or service.
Everybody loves whales and whale song is a good example of this. The problem is that few people face the fact that they are still being slaughtered for commercial purposes and stand up and do something about it.

We wanted to take something familiar and give it a twist so that whale lovers would be forced to face the reality of commercial whaling. And we wanted to do it in a way that was unexpected and very different to the traditional routes taken by environmental organisations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Hits on the Sea Shepherd website and online donations to the organisation increased significantly following public handouts and radio broadcasts.

Sea Shepherd also received a higher percentage of donations from a much younger, 18 - 34 demographic.