Greenpeace has become known for advertising that relies on shock value to apply pressure on the world to be environmentally responsible, with messages that scorn behaviour that’s bad for the planet. Its new campaign by We Are Social UK is very different.
It ties into the Olympic idea of striving to win and it applauds the governments that are doing so. This time, its scorn is subtle.
The campaign film, directed by Jon E Price, is a (metaphorical) running race of government leaders with the final UN plastics treaty negotiation as the finish line. The film ends on a cliff hanger, with the question of whether they have done enough to help secure a plastic-free future for the planet still uncertain. The film will run on Greenpeace’s social platforms. It draws attention to the Global Plastics Treaty negotiations taking place in Busan, South Korea in November this year. It is the final of five planned meetings, making it critical that world leaders agree to the treaty to reduce plastic production and pollution.
Simon Richings, executive creative director of We Are Social, commented, “The film is on the satirical side, of course – watching these men and women run in their suits is funny. But the message is less about shaming them, and more about acknowledging the pressure and hard work required to get to this crucially important plastic reduction milestone. But we want them to win.”
Capucine Dayen, head of global communications and engagement for Greenpeace’s plastics campaign, stated, “The race to the fifth and final round of Global Plastics Treaty talks in Busan, South Korea has started and we hope this film will help us get to the finish line. We wanted a film that would stand out and raise awareness of the role that our global politicians play in securing a plastic free future, and We Are Social Studios’ social-first approach was perfect for this.”
Dan Keefe, UK head of We Are Social Studios, added, “Greenpeace is a bucket list client with a track record of amazing work. We are so excited to have had the opportunity to work with a charity that creates such tangible change. This project allowed the team to flex their film craft skills and collaborate directly with clients, delivering an important message in a powerful way with our amazing partners and crew.”
Credits
Client: Greenpeace UK
Creative Agency: We Are Social UK
Executive Creative Director: Simon Richings
Creative: Lauren Ashton
Production Company: We Are Social Studios
Director: Jon E Price
Director of Photography: David Bird
Executive Producer: Dan Keefe
Producer: Luke Mortimer
Production Manager: Isabelle Ramsden
Production Assistant: Janice Puati
Casting: Des Hamilton & Jo Harris
Post Production & VFX: Electric Theatre Collective
Colourist: Jason Wallis
VFX Artist: Brad Cocksesdge
Editing: Final Cut London
Editor: Kit Wells
Music & Sound: Machine
Sound Designers: Alex Bingham & Patch Rowland
Music: Kase Prince
