Title	EARTHAPP
Brand	GREENPEACE RUSSIA
Product/Service	SOCIAL CAMPAIGN
Category	F04. Social Behaviour & Cultural Insight
Entrant	ADWATCH ISOBAR Moscow, RUSSIA
Idea Creation	ADWATCH ISOBAR Moscow, RUSSIA
Media Placement	ADWATCH ISOBAR Moscow, RUSSIA
PR	ADWATCH ISOBAR Moscow, RUSSIA
Production	ADWATCH ISOBAR Moscow, RUSSIA

Name	Company	Position
Diana Volkova	Isobar Moscow	creator
Anastasia Zaramenskaya	Isobar Moscow	creative group head
Andrey Donov	Isobar Moscow	creative director
Andrey Tron	Isobar Moscow	design director
Egor Antukhov	Isobar Moscow	senior art director

Why is this work relevant for PR?

The idea was based on a strong cultural insight that people love to experiment with their future look via different apps, but don’t think about the future look of the Earth. We used ‘hypejacking’ and integrated a social & ecological meaning in the buzz around popular FaceApp. By this project, we've gained amazing PR results with zero budget in a very short time.

Background

Today climate change is one of the major global challenges. In recent years, the climate on the Earth has changed a lot, with some countries suffering from heat waves, others from too harsh and snowy winters that are unusual for these places. But most people are not worried about environmental problems until they see their real consequences. Our goal was to draw people's attention to the issue of climate change and global warming, demonstrating the real impact of this irreversible process.

Describe the creative idea (20% of vote)

In July 2019 the whole world was using FaceApp – the app that shows how we’ll look like when we are old. Almost 1 800 000 daily users aged everything, but no one thought how most beautiful places on the planet are going to look like if we do nothing about climate change. We decided to show how the Earth will "age" because of climate change when our FaceApp portraits become a reality.

Describe the PR strategy (30% of vote)

We decided to use the hype around FaceApp's application, which allowed users to "age" their faces and create memes in large numbers. Together with Greenpeace Russia in July 2019 we introduced the EarthApp - in 24 hours we faked the app-launch which "ages" the Earth. We showed the possible future of 6 recognizable places of Russia if we don’t stop the climate change - Moscow, St. Petersburg, Sochi, Baikal, Siberia, the Arctic, publishing them on Greenpeace Instagram account.

Describe the PR execution (20% of vote)

We made a series of posts in Greenpeace Russia Instagram account with the pictures of the aged popular places and on the official Greenpeace Russia website. In one week the whole pool of key Russian and foreign business, lifestyle, news and ecological mass media wrote about the campaign. The campaign was shown on Moskva 24 – a top-rating TV channel. Popular bloggers, influencers, eco-activists and all those who care about the future of our planet supported our initiative by sharing pictures in their social media accounts and providing information about it. This helped to draw attention of a wide audience to the environmental agenda and global warming.

List the results (30% of vote)

The total campaign coverage was about 135,000,000 people. With zero budget for the promotion PR-value was about 10 000 000 rubles. We got more than 130 publications about the project in top Russian and foreign mass media including The Drum, Esquire, RIA Novosti, Mail.ru, Afisha Daily, Planet.fr, GQ France, Buro 24/7, Vesti, etc. Popular TV channel Moskva 24 also broadcasted a reportage about the campaign. Many key influencers and bloggers as well as ordinary people inside and outside Instagram supported the initiative. They shared the posts, inviting their followers to join the Greenpeace movement against climate change.

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

Our campaign was inspired by trends in social behavior – people pay a lot of attention to their looks and portraits in the future, but they don’t care about the future of the planet. This idea is aimed to highlight that look-changing apps make no sense if the Earth will really change because of climate problems.