Diego Robino
Produtor executivo at Landia
Chicago, Estados Unidos
TituloParadise
Agência
Campanha Heaven - MTV
Anunciante MTV
Marca MTV Switch
PostedJulho 2007
Produto www.mtvswitch.org
Sector Empresarial Meio ambiente e ecologia
Legenda A campaign from Heaven for the salvation of Earth
História Across five different spots, Heaven - symbolized by a modern savior - proffers concrete behavioral tips by which human beings may save our endangered earth. The wide range of practical advice includes disconnecting mobile chargers, turning off power switches and demanding that politicians build better transport systems.
Filosofia What’s revolutionary about this idea is that, for the first time, it is a campaign “made by” and “endorsed” by “Heaven,” as if heaven was an authentic brand or corporation. Facing the difficult view of a planet on the verge of extinction, Heaven starts working on a decisive way to save its most cherished creation – Earth. The fact that Heaven itself descends to adopt the cause represents, with great impact, the seriousness of the problem we are addressing. We worked with the concept of an earthly savior, totally grounded and literal, who gives practical advice while pulling up his sleeves and working hard to defend mankind and the planet. In this way, the concept of “salvation” also takes on literal meaning – one that highlights the ultimate responsibility, outlines solutions and rests them both on our human shoulders.
Problema It has been said that there are only ten years left to turn the Global Warming wheel backwards, which compels immediate and radical behavior changes. In this context, MTV Switch's "Initiative for Climate Change" is a worldwide brief designed to prompt those necessary changes. MTV Switch is an organization focused on designing communication strategies and creating awareness about climate change. The organization aims to promote attitude changes and practical changes, resulting in the adoption of simple, daily actions that can reduce each individual’s carbon emissions. Lowe Mexico was chosen to create this entirely pro-bono campaign, along with the collaboration of Milagrito Films (Uruguay) and Heroina (Mexico), in the areas of Production and Post Production.
Resultado The campaign is still in progress – launched worldwide throughout MTV and independent stations – but the feedback has been terrific so far. Surprisingly enough, no resistance has been reported in terms of dealing with the religion issue. In fact, the employment of a modern savior has been key to the campaign’s high popularity, good reception and overall impact. We are already working on a 360 degree enlargement of the concept.
Tipo de Mídia Televisão
Comprimento
Mercado México
Director de fotografia
Director criativo
Director de arte
Produtor da agência
Realizador
Executivo de contas
Director criativo
Redator
Director executivo criativo
Producer

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