MONKEY by Leo Burnett Sydney for WWF

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MONKEY

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Australia
Agency Leo Burnett Sydney
Director Steve Rogers
Creative Group Head Michael Canning
Editor Jack Hutchings @ The Whitehouse
Released April 2010

Credits & Description

Category: Best Use of Cinema
Advertiser: WWF
Product/Service: WWF BRAND
Agency: LEO BURNETT SYDNEY
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA
Executive Creative Directors: Andy DiLallo/Jay Benjamin (Leo Burnett Sydney)
Creative Group Head: Michael Canning (Leo Burnett Sydney)
Copywriters: Michael Canning/Kieran Antill/Andy DiLallo/Jay Benjamin (Leo Burnett Sydney)
Art Directors: Kieran Antill/Michael Canning/Andy DiLallo/Jay Benjamin (Leo Burnett Sydney)
Agency Producer: Adrian Shapiro (Leo Burnett Sydney)
Account Director: Paul Everson (Leo Burnett Sydney)
Director: Steve Rogers (Revolver)
Executive Producer: Michael Ritchie (Revolver)
Director of Photography: Mandy Walker (Revolver)
Music: Ben Lee
Post Production: Animal Logic (Animal Logic)
Sound Design: Paul Taylor (Sound Reservoir)
Editor: Jack Hutchings (The Butchery)
Account Director: Jodi McLeod (Leo Burnett Sydney)
Media placement: TV Spot - Music Video channels & Cinema - 20/4/10

Results and Effectiveness
While it is very difficult to measure results and effectiveness in environmental terms, we know that ‘Space Monkey’ has struck a real emotional chord with the community. Launching as a cinema spot and on music video channels in April 2010, it has already generated widespread conversation online and in various media.

Creative Execution
To bring ‘Space Monkey’ to life we collaborated with renowned musician Ben Lee. The film features a new music track by Lee called ‘Song for the Divine Mother of the Universe’. We created the film to be both a long format cinema spot for WWF, and a new music video to launch the music track. The story is by nature very cinematic, which was the perfect fit for both a cinema spot, and music video.

Insights, Strategy & the Idea
Our objective was to create a new brand spot for the World Wildlife Fund (WWF) that did not focus on one specific environmental issue, but the future of our planet as a whole. With people growing increasingly jaded by environmental messages, we wanted to reconnect with people on an emotional level, and change the way people think about the environment. Our solution came in the unique story of an original ‘Space Monkey’ from the US space exploration programme, who returns to Earth after 65 years lost in space.