WWF Film, Design & Branding, Case study We Are All Connected [image] by White Rabbit

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We Are All Connected [image]

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Industry Environmental & Animal Issues
Media Film, Design & Branding, Case study
Market Hungary
Agency White Rabbit
Executive Creative Director István Bracsok, Levente Kovács
Art Director Marcell Szoke, Akos Lugossy
Released October 2016


Cannes Lions 2017
Design Design Craft: Motion Graphics Design & Animation Bronze Lion

Credits & Description

Title: We Are All Connected
Agency: Moholy-Nagy University Of Art And Design, White Rabbit
Brand: Wwf Hungary
Country: Hungary
Entrant Company: White Rabbit, Budapest
Advertising Agency: Moholy-Nagy University Of Art And Design, Budapest / White Rabbit, Budapest
Production Company: Moholy-Nagy University Of Art And Design, Budapest / Vertigo Digital, Budapest
Executive Creative Director: Istvan Bracsok (White Rabbit Budapest)
Executive Creative Director: Levente Kovacs (White Rabbit Budapest)
Client Service Director: Levente Balint (White Rabbit Budapest)
Art Director: Akos Lugossy (White Rabbit Budapest)
Art Director: Marcell Szoke (White Rabbit Budapest)
Graphic Designer: Attila Kozmoczki (White Rabbit Budapest)
Director: Laszlo Ruska (-)
Director: David Ringeisen (-)
Producer: Jozsef Fulop (Moholy-Nagy University Of Art And Design)
Tutor: Gabor Reti (-)
Digital Supervisor: Jeno Udvardi (Vertigo Digital Ltd)
Scriptwriter: Rita Domonyi (Moholy-Nagy University Of Art And Design)
Editor: Judit Czako (-)
Production Manager: Krisztina Hollo Leleszi (-)
Composer: Attila Pacsay (-)
Composer: Balazs Alpar (-)
Animation: Miklos Erdei (-)
Animation: Kamilla Kubisch (-)
Animation: Zoltan Szalay (-)
Animation: Roland Peter Bodis (-)
Special Effects Computer Graphics: Csaba Kiss (-)
Special Effects Computer Graphics: Gabor Pulai (-)
Lighting: David Svantner (-)
Compositor: Zsolt Ormandlaky (-)
Special Effects Computer Graphics: Szabolcs Szabados (-)
Communications Manager: Alexa Antal (Wwf Hungary)
Communications Officer: Zsofia Joo (Wwf Hungary)
The 120 second-long commercial was broadcasted in 41 cinemas across Hungary, before the screening of a documentary movie about the wildlife of a specific region of Hungary called “Kunsag” (titled: The wild “Kunsag”) It meant 784 individual screenings, during the campaign period of March 20 – December 31, 2016.It was also aired by the Hungarian Ozone Network Tv-channel, and posted in Instagram by the Discovery Channel as well.
WWF is constantly looking for new, fresh ways of engaging people, educating them about the importance of conservation and a healthy ecosystem.Our objective was to address those people who are eco-conscious and interested in environmental issues, and grab their attention with a dramatically compelling, visually stunning world. By stepping over their stimulus-threshold, and making them aware of the idea of “connectedness” in the living world, we prompted to raise their interest in the intentions of WWF.
We introduced this short film in the most relevant way to our audience: screened as a “pre-roll” short, placed before a documentary movie called “Wild Kunság” that explores the natural environment of a Hungarian region (Kunság) and the lives of its inhabitants. So he who was interested in nature and came to see the documentary was exposed to the short film as well. And the “We are all connected” message of our WWF-short was conveyed to the most sensitive and open-minded audience.
Origami is an ancient and traditional art form that is made one of the most natural ingredient: paper. Its design possibilities are endless; it’s pure, simple and stylized formal language gives back the very economic design of nature. It reflect the vulnerability and fragility of nature, as well as the idea of “connectedness”; that our lives influence each other, and on a very organic level we are all connected.Paper is the ideal raw material to represent vulnerability (wrinkling, breakage, contamination). It expresses the fragility of wildlife with simple, but meaningful metaphors pointing to the impact of man on the environment. On the other hand, paper can be referenced as a blank canvas, a space for artistic actions. From a design point of view, the simplified shapes of origami animals manage to contain and reflect the main characteristics of the living world.
Campaign Description:
We created a unique “origami world”, where paper predators and preys spring to life with an ordinary desk and typical office supplies in the background. This micro-universe is a visually stunning metaphor for the vulnerability of our real world, and reflect our real life problems: air-pollution, deforestation, overfishing, climate-change. Thus making these abstract, complex environmental issues more tangible for everyone.The film’s central motif is the delicate relationship between human environment and the natural world. It’s one single trip around an all-so-familiar, relatable scene packed with visual metaphors for the pivotal issues of WWF’s creed.