Title	THE VOICE OF NATURE
Brand	NOÉ
Product/Service	NOÉ
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	MARCEL Paris, FRANCE
Idea Creation	MARCEL Paris, FRANCE
Production	INSURRECTION Paris, FRANCE
Production 2	MATHEMATIC Paris, FRANCE
Additional Company	NOÉ Paris, FRANCE
Additional Company 2	PRODIGIOUS Paris, FRANCE
Additional Company 3	THE GORILLA FOUNDATION Redwood City, USA

Name	Company	Position
Arnaud Greth	Noé	CEO
Valerie Colin	Noé	Chief administrative officer
Caroline Morice	Noé	Chief communication officer
Pascal Nessim / Charles Georges-Picot	Marcel	CEOs
Anne de Maupeou	Marcel	Creative Chairman
Dimitri Guerassimov / Fabien Teichner	Marcel	Chief Creative Officers
Ali Qamari / Pierre Delort	Marcel	Art Directors
Damien Lebreuilly	Marcel	Copywriter
Nicolas Levy	Marcel	Head of planning
Blandine Mercier	Marcel	Associate director
Emilie Jeanneau	Publicis	Account executive
Manon Lapeyre	Marcel	Project Manager
Nathalie Roland / Mélanie Colléou	Marcel	PR Directors
Christophe Serret / Cédric Nirousset	Marcel	Technical project manager / Developper
Pierre LeGoff	Marcel	Video assistant
Erinn Guillon	Insurrection	Producer/ Post producer
Guillaume Marien	Mathematic	Post-producer
François Vacherot / Boris Nicou	Prodigious	Sound designer / Producer
Koko	The Gorilla Foundation	Voice of nature
Penny Patterson / Gary Stanley	The Gorilla Foundation	Co-Founder, President & Director of Research / Executive Director

The Campaign

So we decided to find a way for Nature to crash the COP21 debates and make it’s voice heard. And who better than Koko, the gorilla mastering more than 1000 words in sign language and famous for having conversations with humans to become: “The voice of nature”.

Campaign Success

To deliver her message, Koko was interviewed by Penny Paterson, Director of Research at the Gorilla Foundation, and the result has been edited to a short video. Finally, nov. 30th 2015, Koko spoke to the attendants of the COP 21 summit. And of course, to people all around the world via Facebook and Youtube videos and a smart seeding strategy. During the whole duration of summit, people could go visit our website to sign the petition and contact the countries representatives on twitter to ask them to hurry to find solutions for the planet.

Describe the success of the promotion with both client and consumer including some quantifiable results

Koko’s message has quickly spread from the COP 21 Summit alleys, to TV shows and social networks, generating conversations all over the globe, winning millions of supporters to Koko’s cause. All those passionate debates have generated an incredible result: 70+ million organic views on Facebook and Youtube, 2 millions + shares, 110.000.000+ media impressions, and thousand signed petitions on the dedicated NatureSeeYou.com website. This is an unprecedented result for a French non-profit association.

Explain why the method of promotion was most relevant to the product or service

This work is P&A material because this is a integrated activation with a clear call to action: signing a petition to help the protection of biodiversity to be included in the COP21 agreement. Physical material and flyers on-site of the COP21 and digital elements of the campaign were used to generate an interaction and make people participate to spread Nature’s message and influence the COP21 debates.

People don’t listen to politicians anymore because nobody believes anymore the things they are saying. Politicians create no empathy. They fail to make you care about nature. By having a real representative of Nature as a spoke-person – Koko, the famous gorilla - the goal was to really move people and make them realize that nature is witnessing us destroying the very planet we share. The strategy was to create a provocative, emotional, shareable, and conversational object to spread on digital and social platforms.