Brand | NATIONAL GEOGRAPHIC |
Product/Service | TBC |
Entrant | SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES |
Category | Art Direction / Design |
Idea Creation
|
SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
|
Production
|
SQUARE PIXEL Rio De Janeiro, BRAZIL
|
Why is this work relevant for Direct?
More than an artistically eye-opening 2019 calendar, THE (PLASTIC) PLANET CALENDAR is a marketing tool for National Geographic Abu Dhabi's sales force. It's designed to transform an "out of sight, out of mind" issue into motivation to make a behaviour change, and generate new leads for advertising and partnership opportunities.
Background.
Every year, National Geographic (Nat Geo) Abu Dhabi produces a desktop calendar as a promotional item for their TV channel. It is an important tool for their salespeople.
Part of the Plastics or Planet? initiative, the calendar needs to go beyond telling the dates and truly bring awareness to an issue that requires action.
CHALLENGE
There’s a new weapon of mass destruction: Single-use plastic. More than 5 trillion pieces are currently drowning our oceans. With 9 million tons more thrown in every year. At the same time, the citizens of the 12 most plastic-polluted countries in the world reside in the United Arab Emirates. Our challenge was to highlight the impact of marine pollution in their home countries and urge them to choose planet over plastic.
OBJECTIVE
Transform an "out of sight, out of mind" issue into motivation to make a behaviour change today.
Describe the creative idea.
We designed an eye-opening 2019 calendar titled THE (PLASTIC) PLANET CALENDAR.
12 artists. 12 most plastic-polluted oceans and countries. 12 artworks.
A year-long call-to-action to turn the tide and live with zero single-use plastic.
Describe the strategy.
BRAND RELEVANCE
When it comes to appreciating the power of nature, National Geographic is the most recognized voice in the world. 'Plastic or Planet?' is a key campaign in the brand's shift from a focus on 'an on-going concern' to demanding action.
TARGET AUDIENCE
C-Suite executives, policy makers, influential figures. We had to break through the clutter of everyone asking for their time and make them reflect on the effect of single-use plastics on the environment.
APPROACH
We showcased the inconvenient truth about the state of plastic-polluted oceans all over the globe in the one universal language everyone understands: Art.
Describe the execution.
We collaborated with 12 young artivists from the 12 countries with the most polluted oceans to create 12 behaviour-changing artworks for our 2019 calendar. Each one highlighting the severe environmental impact of single-use plastic on their country’s marine life and future.
12 most plastic-polluted countries:
1. China
2. Indonesia
3. Philippines
4. Vietnam
5. Sri Lanka
6. Thailand
7. Egypt
8. Malaysia
9. Nigeria
10. Bangladesh
11. South Africa
12. India
Source: www.earthday.org
We took the paper calendars further by having the artists narrate their respective country's state of marine plastic pollution and share how they created their artworks. Linked through a QR code on each calendar month, each of the 12 artists has a video hosted on natgeotv.com
We printed and hand-delivered over 1,500 fully sustainable desktop calendars to our target audience.
List the results.
- 8,684,792 media impressions
- USD 323,499.36 free media and PR coverage
- Positive sentiment across all target groups
- 31% increase in site traffic year on year
Credits
Bechara Mouzannar |
Publicis Groupe |
Chief Creative Officer |
Adil Khan |
Saatchi & Saatchi |
CEO |
Komal Bedi Sohal |
Saatchi & Saatchi |
Chief Creative Officer |
Luis Paulo Gatti |
Saatchi & Saatchi |
Associate Creative Director |
William Mathovani |
Saatchi & Saatchi |
Creative Director |
Raja Rizkallah |
Saatchi & Saatchi |
Creative Director |
Karim ElKari |
Saatchi & Saatchi |
Business Director |
Qais Mustafa |
Saatchi & Saatchi |
Account Executive |
Abdallah Adra |
Publicis Media |
Senior Regional Manager |
Ivan Montebello |
Freelancer |
Art Director |
Daniel Bensusan |
Freelancer |
Copywriter |
Rafael Bornacina |
Freelancer |
Copywriter |
Sheng Chen |
Freelancer |
Illustrator |
Ruwangi Amarasinghe |
Freelancer |
Illustrator |
Kristy Anne Ligones |
Freelancer |
Illustrator |
Thao Mien Phan |
Freelancer |
Illustrator |
Katherine Honesta |
Freelancer |
Illustrator |
Ahmed Karam |
Freelancer |
Illustrator |
Helena Layzu |
Freelancer |
Illustrator |
Kelseyz aka Troublexy |
Freelancer |
Illustrator |
Thomas Ero |
Freelancer |
Illustrator |
Wilmari Botha |
Freelancer |
Illustrator |
Pavan Rajurkar |
Freelancer |
Illustrator |
Bom Cherdsak |
Freelancer |
Illustrator |
Raphael Dias |
SquarePixel |
Director |
Aramis Barros |
SquarePixel |
Director |
Diego Esteves |
SquarePixel |
Motion Graphics |
Henrique Sousa |
SquarePixel |
Motion Graphics |
Bernardo Ribeiro |
SquarePixel |
Motion Graphics |
Felippe Ferreira |
SquarePixel |
Editor |
Links
Website URL