Title | SEASTARS |
Brand | WWF THE NETHERLANDS |
Product/Service | DANATIONS FOR OCEANS |
Category |
C01. WEBSITE |
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 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
We launched the campaign with the animation. From the film, people were directed directly to the campaign website, where they could donate. This website was designed in the same style as the animation and gave more in-depth information about the campaign by literally taking the visitor down deeper. The song ‘World of Blue’ was especially created for the film and gave the narrative even more intensity and emotion. To generate more donations through downloads, we released an extended version as the movie’s soundtrack. Together with a music video on YouTube, the song itself also lead viewers to our campaign website.
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.