RAINFOREST by Leo Burnett Sydney for WWF

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RAINFOREST

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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 music FVO: Between the forest floor and the canopy A hothouse that draws this shoot out of the delicate cast of its pod Catching a blush of bruise As it lifts through the mash of leaf and bone Once in a hundred years And the best flower only in darkness A plant so secret, so rare That no one has seen it Or named it Or tasted its flesh Cure-all Elixir Hope against all hope And this, the last of its kind One press of the boot One cut of the saw And who would know Or care Or count the cost? World 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.