2020/2021 Winners & Shortlists

THE OVERSHOOT CALENDAR

BrandNATIONAL GEOGRAPHY ABU DHABI
Product/ServiceMEDIA CHANNEL
EntrantHAVAS Dubai, UNITED ARAB EMIRATES
CategoryMailing
Idea Creation HAVAS Dubai, UNITED ARAB EMIRATES
Media Placement HAVAS MEDIA Dubai, UNITED ARAB EMIRATES
Production HAVAS Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

The first to receive the National Geographic Overshoot Calendar were 850 industry leaders across the GCC. Making it a unique direct mail innovation. That is why it is relevant for the direct category.

Background

Every year, we use up more natural resources than the Earth can regenerate annually. The day we deplete the year's natural resources and begin using those meant the next year is known as Overshoot Day. In 2020, it was in July.

Describe the creative idea (30% of vote)

To raise awareness about the importance of Overshoot Day, National Geographic Abu Dhabi commissioned a unique calendar that was modelled to work as an hourglass with a physical calendar marking the year's overshoot day. The calendar served as a reminder of how critical it is for all of us to rethink how we use Earth's resources, and how a simple act of preservation every hour is enough to stop overshoot day from coming earlier every year. These calendars were delivered to 850 industry leaders across the GCC who had the power and means to make a tangible difference by rethinking how their organizations were using resources.

Describe the strategy (20% of vote)

The National Geographic calendar is sent to Influential individuals and industry leaders every year. In 2019, we wanted to bring an environmental crisis to their attention. Because these are the people with the means to start the change that would then be adopted by many others. So we transformed the annual National Geographic calendar into a medium to raise awareness about Overshoot Day, and what we need to do collectively to bring back the balance between the resources we consume and what our planet can produce annually.

Describe the execution (20% of vote)

The objective of this calendar was two-fold. 1. To drive awareness about Overshoot Day. 2. To make people realize that 1 hour's worth of collective actions is enough to stop Overshoot Day from coming earlier every year. So we designed a unique calendar meant to serve as a constant reminder of the critical situation the planet is in, and what needs to be done to turn things around. The calendar laid special emphasis on Overshoot Day 2020 and showed how the date would come earlier each year if nothing was done. In addition, it also featured a customized hourglass, that stood for the one hour we all needed to dedicate towards rethinking how we use earth's resources. So balance could be restored between what our planet can produce, and what we consume. These calendars were then sent to 850 industry leaders to be the ones to start the change.

List the results (30% of vote)

In the first 48 hours we received - - 46,313 total engagement - 152,665 organic reach - 160,425 impressions

Credits

Name Company Role
Fabio Silveira Havas DXB Creative General Manager
Mark Fiddes Havas DXB Creative Executive Creative Director
Joao Medeiros Havas DXB Creative Creative Director
Michele De Iuliis Havas DXB Creative Art Director
Deanne Hofhuis Havas DXB Creative Copywriter
Christina Yepremian Havas DXB Creative Copywriter
Teddy Abdel Nour Havas DXB Creative Account Director
Omar Merza Havas DXB Creative Account Manager
Samantha Beaumont Havas DXB Creative Account Director
Serena Abi Aad Havas DXB Creative Content Director
Talal Barakat Havas DXB Creative Editor
Alessandro Candotti Havas DXB Creative Social Media Director
Farah Elbatawi Havas DXB Creative Social Media Executive
Adel Rmaity Havas DXB Creative Production Manager
Mariam Moin Havas DXB Creative Traffic Manager
Rami Abu Arja National Geographic Abu Dhabi Marketing Executive
David do Rosario Havas Media Middle East Head of Digital
Yousef Shelbaieh Havas Media Middle East Senior Executive
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