Brief:
Rhinos will be extinct within 10 years due to the escalating illegal international trade in rhino horn. Forever Wild, a non-profit initiative with no budget, wanted to convey how critical the rhino poaching situation is, and get people from around the world to sign their petition that would be presented to the US Congress.
Solution:
Our insight was that people say they have no time for serious stuff, yet they spend hours on silly online distractions. So we created “YouTube Interventions” – over 60 YouTube clips that were remixed versions of frivolous trending videos (and some classics). Targeting people who actively searched for stupid viral videos, these Trojan Horses forced them to confront the reality of how they spent their time online.
CREDITS
Agency: Ogilvy Cape Town
Creative Director: Chris Gotz
Copywriter: Sanjiv Mistry
Art Director: Prabashan G. Pather
Social Media Manager: Chris Rawlinson
Agency Producer: Iris Vinnicombe
Rhino Footage courtesy of http://greenrenaissance.co.za
Editor: Craig Glenday, Ric Shields
Digital Producer: Nicky van der Walt
Director: Ian Chuter
Voice Artist: Adam Behr
Absolutely, absolutely, ABSOLUTELY brilliant, brilliant, BRILLIANT Ogilvy!! 🙂 You guys are creative geniuses! 🙂 What a brilliant idea – and Thank-You for getting involved and making a difference – all pro-bono too – done with care and Love.. 🙂 Thank-You again! 🙂
Cheers,
Nick
I commend you on all your efforts with this campaign, its humbling to see one of our colleagues in our industry take such a strong stand against this criminal activities, from the poachers right through to the corporate industries and all the governments of our world that is involved with killing our rhinos, these muderers must be punished. It has too be a Rhino revolution, enough is enough!!!!!!!
Exactly how does this campaign save the rhino? What does the petition call for?
Hi Roxy,
This article will be able to help answer your question. Our job was to try kick start sign-ups globally. Here is the link to an overview on the Forever Wild Petition, and why its important: http://bit.ly/yyxOWp
Have a wonderful week,
Chris
Ogilvy Cape Town