2012 Winners & Shortlists

The Campaign

UAE has the highest per capita consumption of bottled water in the world. Creating a lot of plastic waste. On Earth Day, National Geographic Channel took this up as a cause and asked people to put plastic to good use. We created a music video by asking the regions best drummers and percussionists to create music out of plastic drums, pipes and bottles.

Success of the Campaign

During the campaign the facebook fans of National Geographic doubled. People shared the video on facebook, Youtube, and blogs creating greate visibility for the brand. Unique visitors on the National Geographic website doubled.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The music video went viral soon after its launch on the channel. The band was then taken to offices and malls where they asked the audience to participate in making music. The audiences were given a simple DM. We added sand into plastic bottles to create a maracas. This idea was then taken into web banners and web applications. Users could create their own music using plastic bottles. They could upload the music they created on facebook and also download them as ringtones.