CAMPAIGN/BRANDED CONTENT
Best Campaign/Branded Content (2024)
CAMPAIGN/BRANDED CONTENT (Best Campaign/Branded Content)
JPEG
MP4
50s
#WeAreThePanda - Accenture Song
Wolfberg
Nominee
| Title: | #WeAreThePanda |
|---|---|
| Brand/Artist: | Accenture Song |
| Director: | Wolfberg |
| Production Company: | Think Cattleya S.r.l. |
| Agency: | Accenture Song |
| Instagram Tag: | @accenturesong @accentureitalia @davideboscacci @alessandrocandito @v3tro @frenghia @melapersica @mirko.canetti @annali_sa83 @iseetoomanythings @timodium @ilbrivio @uto.tia @sheismanti @wolfberg @martinobenvenuti @frarega |
| How does this production embrace sustainability?: | CONTEXT: Amidst the social and economic crisis caused by the pandemic and wars, the climate emergency has become an increasingly pressing issue for people, generating anxiety and a sense of impotence. In Italy, about 53% of people consider sustainability as a crucial value that helps them make informed consumption choices. 44% of young Italians prioritize the fight against climate change. However, less than 20% believe they have a concrete role in combating it and a majority of 67% think that governments, NGOs, media, and companies are failing to address this challenge. CHALLENGE: Nature and the environment inspire but do not activate. This is partly because most individuals feel that the responsibility lies primarily with the authorities. Additionally, nature is perceived as something distant and separate from us, which we tend to overlook in favour of more pressing matters that affect us more directly. THE CLIENT’S REQUEST: In this context, WWF takes it upon itself to become a catalyst for concrete action to protect the environment, and eventually humanity. How? By introducing a new creative platform to transform its image from that of an animal conservationist to a leading defender of the entire ecosystem. HOW THE CAMPAIGN EMBRACES SUSTAINABILITY: The campaign challenges our conventional understanding of humans' relationship with nature by encouraging us to shift our perspective. It reminds us that nature has existed for billions of years and will continue to do so, while the real threat is to humanity itself. It refreshes the conversation about sustainability and grabs people's attention, with a new, direct and provocative approach. While communicating the NGO's new positioning and its goals for the 2023-25 agenda, it creates awareness about issues that represent the fastest-accelerating risk factors for humanity in the next 10 years, according to the World Economic Forum's Global Risk Report. All materials used in the production process and the various activities were closely monitored, as it was in the client's best interest to ensure environmental protection and the use of sustainable materials. For instance, all paper materials, printed and produced during the project, were FSC® certified. |
| Synopsis: | WWF spent more than 60 years urging people to save endangered species. But how can we save pandas while we are killing ourselves? Today, the NGO has a new mission. With the 2023-25 agenda, the focus of its commitment and communication is now a new endangered species: ours. We are the panda now. The new brand platform is aimed at changing people's perspective on the climate crisis by making it more relatable. For this reason, the focus of the communication is no longer animals, but a heedless and self-satisfied human race that, with a smile on its lips, destroys the nature on which its very survival depends. From bio-suited workers spraying fields with toxic substances, shopaholics fighting over fast-fashion garments whose production pollutes the atmosphere, to the influencer sponsoring an organic product in a plastic package on a beach littered with garbage, we follow the self-destructive madness of our “beautiful” species, while other animals act as spectators. Finally, the line, which quotes the iconic language of memes, provocatively underlines the absurdity of these behaviors: if we are becoming extinct, it is only because of us. |
