Title | IAMAZONIA |
Brand | GREENPEACE |
Product/Service | CLIMATE & BIODIVERSITY |
Category |
F04. Social Behaviour & Cultural Insight |
Entrant
|
DUVAL GUILLAUME Brussels, BELGIUM
|
Idea Creation
|
DUVAL GUILLAUME Brussels, BELGIUM
|
Production
|
SOULVIZION Lelystad, THE NETHERLANDS
|
Credits
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.