Winners & Shortlists

SEASTARS

TitleSEASTARS
BrandWWF THE NETHERLANDS
Product/ServiceDANATIONS 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
Name Company Position
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.