| Title | SEASTARS |
| Brand | WWF THE NETHERLANDS |
| Product/Service | DANATIONS FOR OCEANS |
| Category |
E01. SOCIAL VIDEO |
|
Entrant Company
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OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
MEC Amsterdam, THE NETHERLANDS
|
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Production Company
|
NOT TO SCALE AMSTERDAM, THE NETHERLANDS
|
Credits
| Darre Van Dijk |
Ogilvy 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 |
| Pierre/Bertrand |
Not To Scale/Amsterdam |
Directors |
| Wyke Van Weelden |
Wyke Van Weelden |
Singer/Songwriter |
| Hendrik Jan De Harder |
Media Monks |
Digital Production |
| Sam Fairbairn |
Media Monks |
Digital Production |
| Sylvia Van Der Leen |
Media Monks |
Digital Production |
| Guido Van Dieteren |
Guido's Orchestra |
Conductor |
| Patrick Stemelen |
Pat |
Sound Design |
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Music |
| Juriaan Van Berkel |
Ogilvy And Mather Amsterdam |
Video Producer |
| Colin Tossijn |
Ogilvy And Mather Amsterdam |
Designer |
Creative Execution
The film could be seen on various social media and on relevant blogs. It shows every day reality of an underwater war that goes on in our oceans, combined with a level of fantasy. The film is a mix of 2D and 3D elements, to highlight the contrast between the underwater and human world. Viewers can identify and sympathize with the underwater world through fish characters with characteristic facial expressions to humanize them as much as possible - resulting in a highly engaging and unique animation of almost 2 minutes.
The campaign generated 1.4 million PR impressions and became WWF’s most viewed ad in history. This lead to WWF coming in third as the brand with best use of social. The movie’s soundtrack reached #4 position on iTunes, hit the pop charts, and was performed live numerous times on national radio. All this attention created a lot of awareness for our cause. But people also acted to help solve the problems. The campaign has topped its financial goals with 26%. So thanks to all the stars for the sea, we’ve been able to start the rebuilding of our first reef.
WWF asked us to find a compelling way to launch their Ocean’s campaign. A campaign that addressed many of the immense problems 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 mass, filled with cold creatures?
In order to convey this story, we chose to animate it. We see our heroes, the seastars, battle all evil that’s destroying their under water world. After the good guys reign victorious, the rebuilding of their reef starts. At the end, the viewer is asked to become a star for the sea too, and help rebuild reefs around the world.