Title	WORLD OF BLUE
Brand	WWF THE NETHERLANDS
Product/Service	DONATIONS FOR THE OCEANS
Category	A06. Original Use of Music
Entrant Company	OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
Contributing Company	OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
Media Agency	MEC NETHERLANDS Amsterdam, THE NETHERLANDS
Production Company	NOT TO SCALE AMSTERDAM, THE NETHERLANDS
Production Company 2	MEDIAMONKS Hilversum, THE NETHERLANDS

Name	Company	Position
Darre Van Dijk	Ogilvy And Mather Amsterdam	Chief Creative Officer
Darre Van Dijk	Ogilvy And Mather Amsterdam	Art Director
Rob Voortman	Ogilvy And Mather Amsterdam	Copywriter
Heleen Hidskes	Ogilvy And Mather Amsterdam	Strategic Planner
Esther De Kok	Ogilvy And Mather Amsterdam	Account Manager
Jolly Banerjee	Ogilvy And Mather Amsterdam	Agency Producer
Yorick Wolf	Ogilvy And Mather Amsterdam	Digital Delivery Director
Darius Dante	Ogilvy And Mather Amsterdam	Music
Juriaan Van Berkel	Ogilvy And Mather Amsterdam	Video Producer
Colin Tossijn	Ogilvy And Mather Amsterdam	Designer
Pierre Et Bertrand	Not To Scale	Directors
Wyke Van Weelden	Wyke Van Weelden	Singer
Hendrik Jan De Harder	MediaMonks	Digital Production
Sam Fairbairn	MediaMonks	Digital Production
Sylvia Van Der Leen	MediaMonks	Digital Production
Guido Dieteren	Guido's Orchestra	Conductor
Patrick Stemelen	Pat Sound Design	Sound Designer

The Campaign

Our oceans are in great danger. WWF wants to combat all that is attacking our sea by rebuilding marine protected reefs. Though people tend to care about land animals in need, fish aren't emotionally engaging at all. Therefore, we chose to show the war that goes on below sea level through an animated film and a pop song. We see our heroes, the sea stars, 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 make a donation and become a star for the sea too, and help rebuild reefs around the world. We launched the campaign with the animation. From the film, people were directed 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.

The film and soundtrack became part of the country's popular culture, through people positively sharing and commenting on it. The animation became WWF's most viewed ad in Dutch history, which lead to WWF coming in third as the brand with best use of social. The movie's soundtrack reached #4 position on 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. All the media attention resulted in a PR-value worth 38.5% of the invested media budget. But people also helped our oceans with donations. 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 in Belize.

Our oceans are in great danger. WWF wants to combat all that is attacking our sea by rebuilding marine protected reefs. Though people tend to care about land animals in need, fish aren't emotionally engaging at all. To make people care and not turn their heads in repulsion we launched the animation and the song 'World of Blue' that show the war that goes on below sea level. The movie and the song highlight the complex matter in an emotionally engaging way. People could become a star for the sea by donating for the oceans and start the rebuilding of reefs around the world. To generate more donations through downloads, we released an extended version as the movie's soundtrack, together with a music video.