IAMAZONIA

Short List
ClientGREENPEACE
Category F04. Social Behaviour & Cultural Insight
TitleIAMAZONIA
Product/ServiceCLIMATE & BIODIVERSITY
Entrant DUVAL GUILLAUME Brussels, BELGIUM
Idea Creation DUVAL GUILLAUME Brussels, BELGIUM
Production SOULVIZION Lelystad, THE NETHERLANDS
Credits
Name Company Position
Karel De Mulder Duval Guillaume Copywriter
Arnaud Bailly Duval Guillaume Art Director
Koenraad Lefever Duval Guillaume Executive Creative Director
Jessica Danese Duval Guillaume Account Director
Steven Boen Duval Guillaume Account Manager
Axelle Gontier Duval Guillaume Account Manager
Anaïs Lavie Duval Guillaume Account Manager
Jorian Vanvossel Duval Guillaume Planning Director
Daan Feytongs Prodigious Agency Producer
Saartje Goris Prodigious Agency Producer
Christ Lannoy Prodigious Agency Producer
Bart Callaerts Duval Guillaume Agency Producer

Cultural / Context information for the jury

When at the end of 2018 the original ‘I amsterdam’ letters – standing in front of the Dutch capital’s world-famous Rijksmuseum - were removed by the city council, an outcry went through international media. Until then, the letters had been one of the most instagrammed, photographed, and recognised landmarks in Europe, familiar to millions of people worldwide. We decided to put the iconic red and white 'I am' letters back in their original spot, only this time with a strikingly modified spelling: 'I amazonia'. The 22m x 3 m high replica sign aimed to get all eyes on another landmark at risk of disappearing, but one that is vital to our survival: the Amazon rainforest.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Saving the Amazon rainforest matters to every single person on earth because of its crucial role for preventing the worst impacts of climate change. We can under no circumstances risk losing it. But to Europeans the Amazon Rainforest is literally far from their beds. The deforestation of the Amazon is a statistic they have been familiar with for decades. And they don’t feel any urgency to be part of the solution, because they’re not experiencing any immediate impact. Unfortunately, it’s only when something is gone, that we realise how much we miss it. With this insight in mind, we brought back a beloved European landmark, holding a message to support the Amazon. A European solidarity message from Amsterdam that brought the Amazonia close to European citizens, in order to increase the pressure on European leaders.