Keep Living Coral - WWF - WWF IMG
Keep Living Coral - WWF - WWF IMG

Keep Living Coral - WWF
WWF

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Keep Living Coral - WWF - WWF

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Title of Entry: Keep Living Coral
Brand: WWF
Product/Service: WWF
Client: WWF Hungary
Entrant Company: White Rabbit Budapest
Creative Agency: White Rabbit Budapest
Craft Leader(s): Istvan Bracsok, Marcos Mendes Tanaka Thirza Schaap, Floss Creatives
Creative Director: Luis Paulo Gatti
Art Director: Marcos Mendes Tanaka
Copywriter: André Nunes Bueno, Adam Lenart
Chief Creative Officer: Istvan Bracsok, Levente Kovacs
Account Executive: Borbala Tumo
Account Manager: Lilla Katona
Date of Release: 2018-12-14
Notes: Overall Entry Description For 2019 Pantone picked Living Coral as the Color of the Year. But corals are in real danger: the world has already lost about 50% of coral reefs that play crucial role in maintaining healthy marine ecosystems. Inspired by Pantone's colour choice our poster campaign recreated Pantone’s Living Coral visual, using garbage taken from the oceans: a contradiction that exposes the ugly truth. The campaign became an online phenomenon. It was featured in the most important news portals and online magazines, with 12,8 M people reached, 760% rise in mentions and 137% rise in brand interaction. Brief Pantone's Color of the Year draws attention to our colourful nature – and year after year their new colour becomes a driving force and inspiration for the creative industries, such as design and fashion. We wanted to address this target audience, since they are powerful influencers and have a strong impact on younger generations. Our environmental conscious message raising awareness of endangered corals was amplified with the representatives of the design and fashion industry. Solution, Cultural Context Inspired by Pantone's colour choice we created a shocking, realistic poster campaign to raise awareness of endangered corals. In cooperation with photographer Thirza Shaap, we released #keeplivingcoral, a campaign that recreates Pantone’s Living Coral visual, using garbage taken from the oceans: a contradiction that exposes the ugly truth, bringing this serious global problem into focus. Thus we wanted to address the open minded, environmental conscious generation of youngsters. Results We placed our Keep Living Coral posters in the most prominent designer shops all over the country. Due to the designer and fashion world's community the campaign soon became an online phenomenon. Our #keeplivingcoral campaign was featured in the most important news portals and online magazines, with 12,8 M people reached, 760% rise in mentions and 137% rise in brand interaction. Eligibility Pantone revealed its Color of the Year 2019 in December 5., 2018. Our "reply" was produced the next week, (December 14., 2018), when we placed our own Pantone-inspired posters in more than one hundred designer and fashion shops all over Hungary. Then the #keeplivingcoral campaign went viral, and appeared in the most important portals, social media platforms and online magazines. People started creating posts about those visually stunning posters – and reacted to them by sharing with others.
Photographer: Thirza Schaap
URL Link (optional): https://vimeo.com/314477279
Other Credits: DOP: Bruin Feskens
Other Credits: Production : Floss Creatives
Other Credits: Executive Producer: Shamsher Walia
Other Credits: Retoucher: Dominik L
Other Credits: Account Director: Beata Stumpf
Other Credits: Client Service Director: Levente Balint