The planet’s ill health has been one of the greatest aids to advertising creativity, being the cause for brave, and interesting campaigns in the attempt to overcome humans’ bad habits. Habits are notoriously difficult to break.
This time the creative cleverness comes from AlmapBBDO for WWF Brasil, a Mexican telenovela called Muy Caliente – a dramatic story of “love, betrayal and climate change” told using puppets. Black-browed albatrosses, Miguel and Elena, are a classic love story – love at first sight. But Miguel is a fisherman, and with the oceans warming, he has to travel farther and farther to find fish. He goes so far, in fact, that he disappears. Heartbroken, Elena seeks comfort in the arms of Ernesto, Miguel’s best friend. But just as the couple seems to have found happiness again, Miguel returns from his long voyage.
The story mirrors the plot – and the allure – of a Mexican telenovela. But it’s happening in the real world with black-browed albatrosses, one of the most faithful species in the animal world. Animals known for relationships that can last over 50 years are getting “divorced” for the first time in history, because the climate crisis is warming the planet’s oceans and forcing albatrosses to fly longer and longer distances to find food. That means couples may not be reunited in time for mating season, which triggers a search for new partners. Albatrosses play a vital role in the ocean health and maintaining the marine biodiversity. These separations are a warning about the impacts of the climate change on the marine socio-biodiversity.
“The plot is based on classic Mexican telenovelas such as La Usurpadora, Llamas de la Pasión, and the other classics we all watched on SBT. At the same time, it’s an authentic depiction of the impacts of the climate crisis on ocean life,” noted Cake Llaguno, a creative copywriter at AlmapBBDO. “We got script supervision from a biologist, helping us craft a fun, moving, and playful narrative around the problems these animals have faced. All designed to inform and touch audiences who’ve been hearing nonstop about climate issues.”
The first of the series’ three episodes is already available on WWF-Brasil’s social media. In addition to raising awareness, the initiative is meant to designed to spur donations to help the organization conserve marine life.
“Among our missions is to reduce the impact of climate change on marine socio-biodiversity, which includes preserving coral reefs, creating marine reserves, and working on the public policies that will be essential for the survival of marine ecosystems and for our future,” stated Marina Corrêa, conservation analyst and leader of oceans for WWF-Brasil. “Besides Muy Caliente, WWF-Brasil has a variety of projects to protect the oceans.”
Credits:
Client: WWF-Brasil
Communications & Marketing Analyst: Mariana Gutiérrez de Menezes
Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Eduardo Lima, Fernando Duarte, Henrique Del Lama, Pedro Corbett & Rodrigo Adam
Creatives: Cake Llaguno & Gus Souza
Special Projects: Julia Newman, Marília Alves, Júlia Cunha & Pedro De Santi
AV Production: Diego Villas Boas & Marcia Granja
Production Company: Vetor Zero Lobo
Director: Gabriel Nobrega
Executive Producers: Francisco Puech & Lucas Romero
Director of Projects: Márcia Guimarães
Director of New Business: Luiz Braga
Project Managers: Monica Andrade & Carolina Gorga
Assistant Director: Luah Fioli
Line Producer: Anderson Boscari
DoP: Lucas René
Making of: Chiquinho Marques & Nidin Sanches
Post-Production Supervisor: Tatiana Caparelli
Team Coordinators: Rosangela Gomes, Ana Mendes & Nathaly Lopes
Editor: Lucas Mello Pedro Falcone
Colour: Leticia Blanco
Finishing Editor: Lívia Portugal
Edit Assistants: Fábio Augusto, Isabela Balbo & Marcos Tavares
Content Strategist: Mat Rodrigues
Audio, Soundtrack & Sound Design: PUNCH AUDIO
Producer: Cristiano Pinheiro
Executive Producer: Lili D. Aragoni
Creative: Tony Berchmans
Client Services: Ale Pais & Gabi Takan
Head of Production Coordination: Cristiane Oliveira
Production Managers: Karina Coviello & Thaís Cris
Sound Mix & Mastering: Gustavo Guanaes, Ian Sierra & Rodrigo Tuchê
