Requirement
Considering the negative effects of Global warming, a worldwide call was made to apply ad techniques in benefit of nature. Many advertising creative people were encouraged by the Oxford Committee for famine Relief; the Cannes Lions International Advertising and YouTube, to take part of "The YouTube Cannes Young Lions 48 Hour Ad Contest", a 60 seconds viral video contest.
The video should appeal to the conscience of the people, explain the potential havoc of global warming and communicate that through signing an online petition anybody could put pressure on global leaders around the world in order to make them go to the United Nations Climate Conference, taking place in Copenhagen on Decembre the 7th, 2009 and sign agreements to diminish global warming effects.
Oxfam, The Oxford Commitee for Famine Relief, in association with Cannes Lions International Advertising Festival and YouTube, requested to all young creative around the world to make a 60-second maximum viral video to participate in The YouTube Cannes Young Lions 48 Hour Ad Contest.
The video must appeal to the conscience of the people, explain the havocs of global warming and communicate that with a signature, everyone could put pressure on their respective world leaders to assist on December 7th 2009 to the Climate Change Conference and sign the Copenhagen treaty that counteract the Global Warming.
Solution
After investigating the wide universe of viral videos, we found that all of them manage light, short and direct messages, but the most important thing is that in a short period of time it generates a vertiginous exaltation that assures the remembrance and stimulates its propagation. This made clear what we should do to accomplish the objective of the requirement.We went through a variety of creative paths and finally got to the following concept: “El calentamiento global es tan grave que los expertos no pueden solucionarlo solos. Ayúdalos con tu firma.” (Global Warming is so serious that even experts can't fix it alone. Help them with your sign.).
At the time we embody it, we chose rain dance because it’s a well-known ritual, and we added a little of humor so viewers could be able to laugh and then get shocked by the serious message that Oxfam wanted to be remembered: “Con tu firma puedes luchar contra el calentamiento global.” (With your sign you can fight back Global Warming.).
Result
The uploaded video to YouTube was called Rain Dance – Oxfam GB Cannes Young Lions Ad Contest, got 9,000 views in the first two weeks and was one out of 35 of the shortlisted videos, among 700 competitors from different parts of the world.
