WE ARE ALL CONNECTED

TitleWE ARE ALL CONNECTED
BrandWWF HUNGARY
Category G05. Motion Graphics Design & Animation
Product/ServiceWWF
Entrant WHITE RABBIT Budapest, HUNGARY
Idea Creation WHITE RABBIT Budapest, HUNGARY
Idea Creation 2 MOHOLY-NAGY UNIVERSITY OF ART AND DESIGN Budapest, HUNGARY
Production MOHOLY-NAGY UNIVERSITY OF ART AND DESIGN Budapest, HUNGARY
Production 2 VERTIGO DIGITAL Budapest, HUNGARY
Credits
Name Company Position
Istvan Bracsok White Rabbit Budapest Executive Creative Director
Levente Kovacs White Rabbit Budapest Executive Creative Director
Akos Lugossy White Rabbit Budapest Art Director
Marcell Szoke White Rabbit Budapest Art Director
Attila Kozmoczki White Rabbit Budapest Graphic Designer
Levente Balint White Rabbit Budapest Client Service Director
Alexa Antal WWF Hungary Communications Manager
Zsofia Joo WWF Hungary Communications Officer
Laszlo Ruska - Director
David Ringeisen - Director
Jozsef Fulop Moholy-Nagy University Of Art And Design Producer
Gabor Reti - Tutor
Jeno Udvardi Vertigo Digital Ltd Digital Supervisor
Rita Domonyi Moholy-Nagy University Of Art And Design Dramaturg
Judit Czako - Editor
Krisztina Hollo Leleszi - Production Manager
Attila Pacsay - Composer
Balazs Alpar - Composer
Miklos Erdei - Models and Textures
Kamilla Kubisch - Models and Textures
Zoltan Szalay - Animator
Roland Peter Bodis - Animator
Csaba Kiss - Digital Artist
Gabor Pulai - Digital Artist
David Svantner - Digital Artist
Zsolt Ormandlaky - Compositor
Szabolcs Szabados - Digital Artist

The Campaign

We created a unique “origami world”, where paper predators and preys spring to life with an ordinary desk and typical office supplies in the background. This micro-universe is a visually stunning metaphor for the vulnerability of our real world, and reflect our real life problems: air-pollution, deforestation, overfishing, climate-change. Thus making these abstract, complex environmental issues more tangible for everyone. The film’s central motif is the delicate relationship between human environment and the natural world. It’s one single trip around an all-so-familiar, relatable scene packed with visual metaphors for the pivotal issues of WWF’s creed.

Creative Execution

Origami is an ancient and traditional art form that is made one of the most natural ingredient: paper. Its design possibilities are endless; it’s pure, simple and stylized formal language gives back the very economic design of nature. It reflect the vulnerability and fragility of nature, as well as the idea of “connectedness”; that our lives influence each other, and on a very organic level we are all connected. Paper is the ideal raw material to represent vulnerability (wrinkling, breakage, contamination). It expresses the fragility of wildlife with simple, but meaningful metaphors pointing to the impact of man on the environment. On the other hand, paper can be referenced as a blank canvas, a space for artistic actions. From a design point of view, the simplified shapes of origami animals manage to contain and reflect the main characteristics of the living world.

Indication of how successful the outcome was in the market

The 120 second-long commercial was broadcasted in 41 cinemas across Hungary, before the screening of a documentary movie about the wildlife of a specific region of Hungary called “Kunsag” (titled: The wild “Kunsag”) It meant 784 individual screenings, during the campaign period. It was also aired by the Hungarian Ozone Network Tv-channel, and posted in Instagram by the Discovery Channel as well.

We introduced this short film in the most relevant way to our audience: screened in movie theatres as a “pre-roll” short, placed before a documentary movie called “Wild Kunság” that explores the natural environment of a Hungarian region (Kunság) and the lives of its inhabitants. So he who was interested in nature and came to see the documentary was exposed to the short film as well. And the “We are all connected” message of our WWF-short was conveyed to the most sensitive and open-minded audience