| Title | POLLUTION D'AVRIL |
| Brand | SEA SHEPHERD |
| Product/Service | SEA SHEPHERD FRANCE |
| Category |
A07. Not-for-profit / Charity / Governemt |
|
Entrant
|
AZILIS Paris, FRANCE
|
|
Idea Creation
|
AZILIS Paris, FRANCE
|
|
PR
|
CARTEL POP CULTURE AGENCY Paris, FRANCE
|
|
Production
|
AZILIS Paris, FRANCE
|
|
Production 2
|
WHEN WE WERE KIDS Paris, FRANCE
|
|
Production 3
|
CHUT ON VOUS ECOUTE Paris, FRANCE
|
Credits
| Benoît Barennes |
Azilis |
Creative Director |
| Jean-Charles Sibylle |
Azilis |
CEO |
| Ludwig Beck |
Azilis |
Copywriter |
| Alexandre Vandenabeele |
Azilis |
Art director |
| Lorraine Couraud |
Azilis |
Account Manager |
Background
In France, the tradition is that on April 1, we stick fish in people’s backs without their knowledge to make a joke. But within 50 years there will be more plastic waste than fish in the oceans. And that’s no joke. For Sea Shepherd it is urgent to act.
The objective: to raise awareness of plastic pollution in the oceans, to encourage them to take action by changing their consumption habits and to mobilize to engage them surroundings.
Describe the strategy
We decided to address the general public, through social networks and by making spin-offs around the operation. We used the social networks of the NGOs only and capitalized on the press and influencer relations as well as the UGC carried out by the general public to give visibility to our operation.
Describe the execution
A low-cost operation, designed to be as economical as possible and with 0% waste production.
The film was produced casi exclusively with images recovered from social networks
or via video banks.
The content is 100% viral, no media purchase has been made: Post on the NGO’s Facebook page, video on Youtube and on Sea Shepherd’s Instagram account. Activation of media relations to encourage them to communicate about the operation.
List the results
More than 30 press and TV mentions
More than 700 Pollutions d’avril posted on instagram, facebook or twitter
Over 30,000,000 impressions