Title	NATURE'S EYES
Brand	CROSSCALL
Product/Service	MOBILE PHONE
Category	B12. Use of Social Platforms
Entrant	TROUBLEMAKERS.TV Paris, FRANCE
Idea Creation	LEO BURNETT FRANCE Paris, FRANCE
Production	TROUBLEMAKERS.TV Paris, FRANCE

Name	Company	Position
Kurt Novack	Leo Burnett France	Executive Creative Director
David Martin Angelus	Leo Burnett France	Creative Director
Mohamed Bareche	Leo Burnett France	Senior Art Director
Edward Chisholm	Leo Burnett	Copywriter

The Campaign

The idea was to travel to these remote locations on our planet and provide two very special people with a Crosscall phone so that — for the first time ever — they could share their incredible lives with us. These two unlikely ambassadors would then use their phones to open a world to us that we didn’t know existed by posting photos and videos they took to their own Instagram accounts. (Something they are still doing to this day!) We would then release a film to be shared online that would direct people to follow the accounts, visit reconnectwithnature.net, and an opportunity to donate to the Achuar Eco Guide Training project. Thanks to the phone’s ability to resist extreme environments, and it's extra long battery life, our two ambassadors were able to take photos and videos from two climatically extreme places: Mongolia in winter, and the heart of the Amazon rainforest.

Creative Execution

In February and March 2017 we sent a small film crew to meet Botei in Mongolia, and then Kuja in the Amazon rainforest. Both locations were extremely difficult to reach, requiring up to seven flights, van trips across deserts, dugout canoes and light aircraft landing on dirt runways in the jungle. Once on site the crew gave our ambassadors the phones and then stayed with them during an entire week, living as they did. As well as filming our protagonists’ daily lives, the crew was also able to interview them about the different aspects of their culture. As soon they received their phones, the ambassadors began taking photos and videos and uploading them to their very own Instagram accounts. They are still doing so to this day. We then released an online film that was shared online and directed people to follow our ambassadors on Instagram and visit reconnectwithnature.net. The flyers invited the French people to visit jeffaceleracisme.fr and discover the testimonies of the victims, also to make a donation to CRAN to erase racism.

With a low budget of 100K the campaign was big success for the brand. In just one month, the film went viral garnering over 230,000 views with no media budget and over 10,000 followers on Instagram. The campaign got over 4.3 million earned media impressions in just one month thanks to countless publications and good word of mouth. Crosscall trended on social media in France for the first time ever and followers across all of the brand's social media platforms saw an average increase of 30%. The PR from the ad was so far-reaching, it even evoked an angry reaction from the Front National’s number 2, Florian Philippot, on Twitter. The most important thing, however, is that donations to CRAN increased 2000%, taking us one step closer to erasing racism.

This campaign set out to engage the general public in reconnecting with nature via two Instagram accounts that they were directed to by a film. Through this, the brand was able to reach a demographic of people that were interested in the outdoors and adventure, and therefore, would be interested in Crosscall’s line of outdoor phones; phones that have a long battery life and are waterproof — amongst many other features. The result of the campaign not only saw consumers view the company as more emotional, but also saw direct engagement with the brand increase 30% across all social media accounts.

Insights, Strategy and the Idea

Crosscall, a small French start-up company, wanted to create a low-budget campaign that raised awareness of their ultra-resistant phones whilst directing consumers to the brand. They needed an inventive way to demonstrate the resistance of the smartphone phone without being too product orientated. The operation needed to give the brand a more emotional voice than their previous communications. As part of a wider strategy, Crosscall also wanted to occupy a previously vacant part of the smartphone market in the eyes of consumers: adventure.