Brand | NATIONAL GEOGRAPHIC ABU DHABI |
Product/Service | EARTH DAY |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
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.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Peter Bidenko |
Leo Burnett |
Regional Executive Creative Director |
Yayati Godbole |
Leo Burnett |
Creative Director |
Jaison Ben |
Leo Burnett |
Copywriter |
Kapil Bhimekar |
Leo Burnett |
Art Director |
Jelena Rudovic |
Leo Burnett |
Interactive Designer |
Lara Barkouki |
Leo Burnett |
Account Manager |
Dan Newton |
Leo Burnett |
Editor |
Dubai Drums |
Dubai Drums |
Music Band |
|
BKP |
Recording Studio |
Nicolas Roux |
Leo Burnett |
Account Director |