ICEFIELD by Leo Burnett Sydney for WWF

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ICEFIELD

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Radio
Market Australia
Agency Leo Burnett Sydney
Executive Creative Director Andy Dilallo
Account Supervisor Jodi Mcleod
Production Sound Reservoir
Released August 2010

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: WWF
Product/Service: CAMPAIGN FOR A LIVING PLANET
Agency: LEO BURNETT SYDNEY
Executive Creative Director: Andy DiLallo
Scriptwriter: David Harsent/Cameron Harris
Agency Producer: Rita Gagliardi
Account Supervisor: Jodi McLeod
Advertiser's Supervisor: Lawrence Hennessy
Production Company: SOUND RESERVOIR, Sydney, AUSTRALIA
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Abstract musicANN: A place of ice over iceOf white over white And beauty in absencesThere was a time when the only soundWas the wind calling its ghosts When the skyline was set clean as a scar on glass When your heartbeat slowed with the cold When your dreams brought in a white bird on a white sky And music that could only be heard from time to time On the other side of night Now the horizon’s dark Now there’s a terrible weight in the air And a stain cut hard and deep in the permafrostBreakage and slippageThe rumble of some vast machine cranking its pistonsOf everything on the slideAnd the water rising fastAnd the music lostWorld Wildlife Fund. For a living planet.
Brief Explanation
The ocean is dying, the rainforest is disappearing and the ice is melting. WWF wanted to remind people of the fragile beauty of the world around them, and encourage them to have a more conservational perspective. To convey the aesthetic beauty of these settings in radio, three poems were written to bring to life the feeling someone would get from actually being there and to provide a sombre warning for the consequences of inaction.