Title	IAMAZONIA
Brand	GREENPEACE
Product/Service	CLIMATE & BIODIVERSITY
Category	F05. Breakthrough on a Budget
Entrant	DUVAL GUILLAUME Brussels, BELGIUM
Idea Creation	DUVAL GUILLAUME Brussels, BELGIUM
Production	SOULVIZION Lelystad, THE NETHERLANDS

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

Why is this work relevant for PR?

An eye-catching installation from Greenpeace that made politicians in the European Parliament look.

Background

Under the leadership of President Bolsonaro, the Brazilian government plans to open up the Amazon forest for exploitation, meaning a further destruction of 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. They don’t feel any urgency to be part of the solution, because they’re not experiencing any immediate impact. Greenpeace briefed us to come up with a creative solidarity message, bringing the ‘Amazonia’ close to European citizens and collecting 100.000 signatures to put it on the agenda of the European parliament.

Describe the creative idea (20% of vote)

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. To show that we only realise how much we miss something until it’s gone, we 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 installation aimed to get all eyes on another landmark at risk of disappearing, but one that is vital to our survival: the Amazon rainforest.

Describe the PR strategy (30% of vote)

Although the conversation about the climate is omnipresent today, it is striking that the focus on deforestation of the Amazon rainforest in Brazil had faded into the background in Europe. This campaign was a cry for attention, but not one designed to shock or brutalise our audience. It was setup as a solidarity message for the Amazon and open the eyes of Europeans by bringing it into their direct environment. Rather than going into full activist mode with militants chained to trees or demonstrators disturbing public life, we chose to win the hearts of tourists & passersby, and create public sympathy for a petition. The CTA: “Save the Amazon. Sign the petition.“ Reaching a number of signatures for this petition would allow Greenpeace to to put this issue on the political agenda of the European Parliament and force them to face the problem and no longer look away.

Describe the PR execution (20% of vote)

Making a life-sized replica of the selfie-magnet was though, getting it at the exact same location without permission of the city council, was even tougher. Without any media or seeding budget, we put the power to spread our message in the hands of the tourists & citizens of Amsterdam. With each #iamazonia-selfie posted on social media, the petition spread worldwide. A video of the stunt was later on posted on global and local social media channels of Greenpeace in order to spread

List the results (30% of vote)

The stunt quickly drew attention of the global press and the online community. Within the hour after the installation GLOBO, Latin America’s largest broadcast network covered the stunt. Picked-up by the former president of the Brazilian socialist party, #IAMAZONIA became a symbol for the fight for the Amazon on Twitter. And in only a few days, the number of signatures counted up to 420.000. As a result, politicians in the European parliament were forced to put their eyes on the Amazon Rainforest. Before it’s gone.