Brand | NATIONAL GEOGRAPHY ABU DHABI |
Product/Service | MEDIA CHANNEL |
Entrant | HAVAS Dubai, UNITED ARAB EMIRATES |
Category | Brand Collateral |
Idea Creation
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HAVAS Dubai, UNITED ARAB EMIRATES
|
Media Placement
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HAVAS MEDIA Dubai, UNITED ARAB EMIRATES
|
Production
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HAVAS Dubai, UNITED ARAB EMIRATES
|
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 (40% 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 execution (40% 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 (20% of vote)
In the first 48 hours we received -
- 46,313 total engagement
- 152,665 organic reach
- 160,425 impressions
Credits
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 Social |
Yousef Shelbaieh |
Havas Media Middle East |
Senior Executive |
Links
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