Magnificent copywriting. All hail to the Goodby Silverstein & Partners creative who wrote the voiceover copy for this United Nations PSA made with GS&P, Google and Tribeca Enterprises. The documentary, narrated by Morgan Freeman, explores a “fascinating” new species that is “dominating every corner of the sea” – plastics. It has all the elements of a high-quality nature documentary, not least of which is Freeman’s commanding voice. The beautiful imagery comes from director, Brian Schulz, and director of photography, Chris Bryan.
The 2.19 minute film, Life Below Water: The Arrival of a New Species responds to the plastic crisis in our oceans, which Covid may be worsening. The WEF recently reported that in Thailand plastic waste has increased from 1,500 tons to 6,300 tons per day, because of the huge increase in home deliveries of food. In the United Kingdom, illegal waste disposal has risen by 300%. The film’s goal is to raise awareness of the UN’s Sustainable Development Goal 14 – also titled Life Below Water and to inspire a new generation of activists to take action.
“Ocean pollution has an impact on the food we eat, the air we breathe, land and wildlife across the globe, and our overall health and wellness. Not to mention the wide range of social and economic burdens that will grow steadily as the problem gets worse. Every part of our life is affected by the health of our oceans, so ignoring the problem will prove more detrimental than we can imagine,” stated Kate Baynham, associate creative director at Goody Silverstein & Partners.
The campaign launched on August 4 on YouTube and includes a suite of cutdowns which will be presented over the next four weeks via YouTube’s platform’s video ad sequencing offering.
“With attention spans shrinking and a majority of YouTube viewing taking place on mobile devices, a sequential approach to storytelling provides the opportunity to tell stories in easily digestible parts,” noted Christine Chen, partner and head of communication strategy at Goody Silverstein & Partners.
Life Below Water will also be featured at the UN General Assembly, the Tribeca Film Festival, and Advertising Week 2020. It will appear next to the work of campaigns from seven other agencies around the world, all of whom, along with GS&P, were selected by the UN, YouTube and Google to create films raising awareness of the UN’s Sustainable Development Goals.
Agency: Goodby Silverstein & Partners
Creative Co-Chairmen: Jeff Goodby & Rich Silverstein
Chief Creative Officer: Margaret Johnson
Associate Creative Directors: Hanna Wittmark & Kate Baynham
Art Director: Eleanor Rask
Copywriter: Trevor Joplin
Design Director: Ryan Self
Designer: Benny Gold
Account Services: Leslie Barrett & Emily Bollier
Brand Strategy: Bonnie Wan & Darien Ahn
Communication Strategy: Christine Chen & Jacob Sperla
Head of Broadcast Production: Leila Gage
Director of Business Affairs: Judy Ybarra
Production Company: Spacestation New York
Director: Brian Schulz
Director of Photography: Chris Bryan
Executive Producers: Melanie Paul & Matthew Mills
Editing & Post-Production: Elevel Editing San Francisco
Music: Elias Music Los Angeles
Sound Design & Mix: Lime Studios Los Angeles
VFX & Colour: A52vfx
Partnerships Lead, Sustainable Development Goals: Frances Simpson-Allen
Product Marketing Manager: Danielle Landress
Product Marketing Manager: Olivia Jovais
Creative Partnerships Lead: Paul Eyers, Jeff Blankstein & Paula Castro
Vice President of Production: Nina Chaudry