| Title | SEASTARS |
| Brand | WWF THE NETHERLANDS |
| Product/Service | DONATIONS FOR OCEANS |
| Category |
A07. USE OF MUSIC |
|
Entrant Company
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
MEC Amsterdam, THE NETHERLANDS
|
|
Production Company
|
NOT TO SCALE AMSTERDAM, THE NETHERLANDS
|
Credits
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Chief Creative Officer |
| Rob Voortman |
Ogilvy And Mather Amsterdam |
Copywriter |
| Bas Derks |
Ogilvy And Mather Amsterdam |
Digital Art Director |
| Heleen Hidskes |
Ogilvy And Mather Amsterdam |
Strategy Consultant |
| Esther De Kok |
Ogilvy And Mather Amsterdam |
Account Manager |
| Jolly Banerjee |
Ogilvy And Mather Amsterdam |
Digital Producer |
| Guido Van Dieteren |
Guido's Orchestra |
Conductor |
| Pierre/Bertrand |
Not To Scale/Amsterdam |
Directors |
| Wyke Van Weelden |
Wyke Van Weelden |
Singer/Songwriter |
| Yorick Wolf |
Ogilvy And Mather Amsterdam |
Digital Delivery Director |
| Hendrik Jan De Harder |
Media Monks |
Digital Production |
| Sam Fairbairn |
Media Monks |
Digital Production |
| Sylvia Van Der Leen |
Media Monks |
Digital Production |
| Patrick Stemelen |
Pat |
Sound Design |
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Music |
| Juriaan Van Berkel |
Ogilvy Amsterdam |
Video Producer |
| Colin Tossijn |
Ogilvy Amsterdam |
Designer |
Brief Explanation
WWF asked us to find a compelling way to launch their Ocean’s campaign. A campaign that addressed many of the immense problems our oceans are currently facing. As this was an opportunity to tell a story that the people should hear, it was also challenging to try and convey this complex matter. People tend to care about land animals in need, but our ocean’s inhabitants aren’t emotionally engaging. And as our oceans are perceived as far away; what can a single person do, to help this huge mass, filled with cold creatures?
In order to convey this story, we chose to show the every day reality of an underwater war that goes on in our oceans, through an engaging and uniquely animated film of almost 2 minutes. The movie highlights the complex matter in an emotionally engaging way without having people turn their heads in repulsion. We see our heroes, the seastars, battle all evil that is destroying their under water world. After the good guys reign victorious, they start the rebuilding of their reef. At the end of the film, the viewer is asked to become a star for the sea too, and help rebuild reefs around the world.
Creative Execution
The song ‘World of Blue’ was created for the film and sung by upcoming Dutch artist Wyke van Weelden, accompanied by the most popular Dutch classical orchestra. The lyrics and the composition of the music were specially produced and are entirely synchronized with the film, to give the narrative even more intensity and emotion. It provides the film with extra depth and really draws the viewer into the story.
To generate even more donations through downloads on iTunes, we released an extended version as the official movie soundtrack. Together with a music video on YouTube, that incorporated the film, the song itself also lead viewers to our campaign website.
‘World of Blue’ was received well by critics, reached the number 4 position on the iTunes download top 100, hit the pop charts, and was performed live numerous times on national radio. Radio stations were legally obligated to play the song at least once a day because of its pop chart ranking. Which meant a lot of free 3:20 radio adverts. The DJ’s would often discuss the campaign, which created even more awareness for our cause.