Forest Fire, 3 by Ogilvy & Mather Bogota for WWF

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Forest Fire, 3

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Colombia
Agency Ogilvy & Mather Bogota
Director Alberto Huicochea - Jose Luis Ramirez
Creative Director Diego Ortiz
Art Director Margarita Olivar
Copywriter Juan Carlos Gonzalez
Released February 2010

Awards

Cannes Lions 2010
Promo & Activation Lions Ambient Promotion: Small Scale Bronze

Credits & Description

Advertiser: WWFProduct/Service: FOREST CONSERVATION PROGRAMME
Agency: OGILVY & MATHER COLOMBIA
Agency: OGILVYACTION
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: OGILVY & MATHER COLOMBIA, Bogotá, COLOMBIA
Creative Director General: John Raul Forero (Ogilvy & Mather)
Creative Director General: Juan José Posada (Ogilvy & Mather)
Creative Director: Juan Carlos González (Ogilvy & Mather)
Creative Director: Margarita Olivar (Ogilvy & Mather)
Creative Director: Diego Ortiz (Ogilvy & Mather)
Account Director: Fabio Quiroga (Ogilvy & Mather)
Copywriter: Juan Carlos González (Ogilvy & Mather)
Art Director: Margarita Olivar (Ogilvy & Mather)
Art Director: Andres Mauricio Moreno (Ogilvy & Mather)
Production Agency: Patricia Mendez (Ogilvy & Mather)
Production Agency: Freddy Rivero (Ogilvy & Mather)
Director: Jose Ramirez (Rhayuela Films)
Production: Camila Samper (Rhayuela Films)
Production Agency: Sandra Herrera (Ogilvy & Mather)
Media placement: Action promotional flyer - Natural Parks Colombia - 10/2/ 2010
Results and Effectiveness
The action has been extremely successful in saving our forests.No fires occurred in natural parks and forest reservations where the action was performed. ZERO FOREST FIRES.Hundreds of hectares of native forests and wildlife were saved.The goal of raising awareness about the protection of our forests during this state of emergency was achieved.It was a low-cost, highly effective idea.
Creative Execution
Our creative solution was to teach people the dangers of forest fires by means of placing fire in their hands. Yes, fire! All campers and forest visitors were given an invitation. They were startled upon opening it because the image of a forest would ignite when it was pulled out from the envelope. WWF teamsters would swiftly extinguish it and instruct them against lighting bonfires, cigarette-butt dropping, and littering that might cause fires.Through this idea, we literally exposed the fragility of forests.
Insights, Strategy & the Idea
El Niño Southern Oscillation and global warming have caused one of the worst summers in Colombian history. 69.279 hectares of native forests have burned down.404 municipalities had forest fires.Forests will take years to recover.The Colombian government declared a state of environmental emergency in its territory.According to the Ministry of Environment, 95% of forest fires are human-caused, 5% due to natural causes. Our target audience: people who, by oversight or neglect, caused fires and had no relationship with WWF, which they thought operated only in Europe and the U.S.A., never in Colombia.This idea was relevant to WWF because Colombia, after Brazil, is the second most biodiverse country in the world, first in biological diversity per square kilometer, one of the five richest regions of our planet. Also, because forest fires were damaging the forest ecosystem.