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1
RSPCA - For Every Kind
We launch this week's Top5 with new work from UK animal welfare non-profit, the RSPCA, marking the charity's 200th birthday. Creative through AMV BBDO.
| Titre | For Every Kind |
| Agence | AMV BBDO |
| Campagne | For Every Kind |
| Annonceur | Royal Society for the Prevention of Cruelty to Animals International |
| Marque | RSPCA |
| Date de première diffusion/publication | 2024 / 4 |
| Secteur d'activité | Droits des animaux, adoption |
| Philosophie | a new purpose was crafted to inspire people to support the RSPCA and the animal welfare cause: "Inspire everyone to create a better world for every animal." This purpose was then tested using the Loops technology platform, gathering feedback from thousands of individuals both within and outside the organisation. This ensured that the purpose truly reflected the RSPCA's values and would resonate with supporters, internal teams and the wider public. |
| Problème | For more than two centuries, the RSPCA has been pushing boundaries and raising standards to help animals live fairer and better lives. Now, in a pivotal moment, the charity introduces a new strategy designed to respond to the growing challenges faced worldwide and inspire a million acts of kindness for animals. To define its next 200 years, the organisation has partnered with global branding agency Jones Knowles Ritchie (JKR) to unveil a new purpose, positioning and branding. The charity has also tasked creative agency AMV BBDO to bring its new strategy to life through a powerful and empathetic brand platform. JAA delivered the media strategy and buying, which includes TV, Cinema, OOH and Digital; a launch partnership with Channel 4, Studio Lambert and Gogglebox will kick off the campaign. |
| Type de média | Télévision |
| Longueur | |
| Bande son | Respect |
| Responsable de la publicité (annonceur) | Olivia Reid |
| Responsable de la publicité (annonceur) | Louise Stevens |
| Responsable de la publicité (annonceur) | Zoe Lomax |
| Responsable de la publicité (annonceur) | Sarah Durbin |
| Directeur de création | Jack Smedley |
| Directeur de création | George Hackforth-Jones |
| Responsable de la création | Nicholas Hulley |
| Responsable de la création | Nadja Lossgott |
| Equipe créative | Sophie Beard |
| Equipe créative | Mike Kennedy |
| Designer | Kate Whitley |
| Agency Account Team | Alex Bird |
| Agency Account Team | Henrietta Corley |
| Agency Account Team | Georgia Phillips |
| Producteur, agence | Edwina Dennison |
| Producteur, agence | Tara Megson |
| Producteur, agence | Polly Lowles |
| Producteur, agence | Joe Sloane |
| Planneur | Margaux Revol |
| Planneur | Kerrie Boyes |
| Maison de production | Somesuch |
| Producteur, maison de production | Elly Camisa |
| Producteur exécutif | Chris Watling |
| Réalisateur | Raine Miller |
| Post production | Untold Studios |
| Post production | Ella Glazer |
| Producteur exécutif | Tom Igglesden |
| Directeur de création | Tom Raynor |
| VFX Artist | Adam Grint |
| CG Lead | Kanishk Chouhan |
| Son | Sound Tree |
| Sound Engineer | Luis Almau |
| Audio | Jay James |
| Chanteur | Aretha Franklin |
2
MyClimate - myclimate Carbon Tracker (Film)
60% of travel bookings are inspired by influencers. This social media activation from MyClimate raises awareness of the need for carbon-conscious travel, by responding to influencer and celeb posts.
| Titre | myclimate Carbon Tracker (Film) |
| Agence | Jung von Matt AG |
| Campagne | myclimate Carbon Tracker |
| Annonceur | Myclimate The Protection Partnership |
| Marque | MyClimate |
| Date de première diffusion/publication | 2024 / 4 |
| Secteur d'activité | Environnement & Ecologie |
| Synopsis | The jet-setting lifestyle of influencers and their excessive air travel cause massive climate-damaging emissions. A large-scale climate protection campaign by the NGO myclimate is now publicly confronting these celebrities – on their own channels. Many influencers use location markers on Instagram to share their trips. In collaboration between Jung von Matt HAVEL and the developers from Championship Records, the "myclimate Carbon Tracker" was created. This intelligent bot analyzes location markers in social media posts from over 1000 influencers and celebrities. Based on the distance between two posts with location markers, it identifies flights and calculates the resulting emissions. Based on this, the bot generates a personalized comment, reminding them of alternative travel options and donations for climate projects. For particularly prominent frequent flyers, completely individual comments are written. At the same time, the travel activities are included in the first influencer CO2 ranking at carbontracker.myclimate.org. myclimate aims to raise awareness of climate-damaging travel behaviour, offer alternatives, and call for responsibility for one's own emissions. The initiative is accompanied by a campaign on social media, which, not without irony, asks people to donate for the influencers if they fail to fulfill their responsibility. |
| Type de média | Etude de cas |
| Longueur | |
| Directeur de création | Arne Stach |
3
Agenda Antarctica - Antarctica Flag Redesigned
Agenda Antarctica redesigns the continent's flag to highlight just how much plastic has become part of the ecosystem. Creative through Publicis in Canada.
| Titre | Antarctica Flag Redesigned |
| Agence | Publicis Canada |
| Campagne | Antarctica Flag Redesigned |
| Annonceur | Agenda Antarctica |
| Marque | Agenda Antarctica |
| Mise en ligne | Avril 2024 |
| Secteur d'activité | Institutions / Interêt Public / Associations à but non lucratif |
| Synopsis | Antarctica is traditionally known as a land covered in clean ice and pristine snow, but latest research by the University of Canterbury in New Zealand reveals a much starker truth. The continent, much like the rest of the planet, is suffering the impacts of global plastic pollution. In response to this recent scientific discovery, Agenda Antártica, a non-governmental organization that works for the environmental preservation of the Antarctic continent and the Southern Ocean, has commissioned a redesign of the Antarctica flag by its original author, renowned vexillologist, Graham Bartram. Formerly a white map of the continent symbolizing Antarctica’s distinctive attributes as a hub for scientific collaboration, peaceful coexistence, and nature conservation, the new flag shows a continent dotted with colourful shapes symbolizing the actual microplastics found within Antarctic snow. "The discovery of microplastics (plastic pieces smaller than 5mm) in Antarctic snow is a wake-up call to the world," said Graham Bartram. "Through this redesign, I aim to ignite a global conversation about our responsibility towards the environment and the urgent need for collective action to combat plastic pollution." “This redesigned joint initiative aligns with growing international concerns about environmental degradation and the need for sustainable practices. The new flag will serve not only as a symbol of Antarctica's environmental significance but also as a call to action for nations, corporations, and individuals to address the pervasive issue of plastic pollution”, said Dr. Horacio Werner, Executive Director of Agenda Antártica. Far from just being a symbolic gesture, the new flag aims to reignite discussions around the University of Canterbury’s scientific findings, drawing much-needed attention to the broader implications of plastic contamination in remote and ecologically critical regions like Antarctica. In conjunction with the flag's redesign, a dedicated website has been launched – http://antarcticaflagredesigned.org/ – where individuals and organizations can learn more about the impact of plastic pollution and take a proactive stance. Visitors to the site are invited to sign a pledge supporting the establishment of a strong Global Plastics Treaty, a crucial step in combating the pervasive issue of plastic pollution worldwide. |
| Type de média | Film Web |
| Longueur | |
| Press Relations | North Strategic |
| Music Supervision | Michael Bertoldini |
| Music Supervision | Andrea Morelli |
| Maison de production | Seppl Kretz |
| Maison de production | Marvin Losch |
| Réalisateur | Yan Cucco |
| Production | The Pub Productions |
| Musique | Magma Music |
| Directors Assistant | Linda Djelailia |
| Monteur | Neal McAuley |
4
Greenpeace France - Plastic Attack
A ridiculous scenario? Not so much. Greenpeace in France tells us that we are unknowingly ingesting 5 grams of plastic each week. Creative through independent agency la chose in Paris.
| Titre | Plastic Attack |
| Agence | la chose |
| Campagne | Changeons le scénario |
| Annonceur | Greenpeace |
| Marque | Greenpeace France |
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5
Hyundai Motor - Forward Collision
The Last Safety Feature is a new OOH, print and social global campaign from Hyundai that highlights how the company is going carbon neutral. The message is that no safety feature is going to save us from climate catastrophe.
| Titre | Forward Collision |
| Agence | Jung von Matt / Neckar |
| Campagne | The Last Safety Feature |
| Annonceur | Hyundai Motor |
| Marque | Hyundai Motor |
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| Type de média | Presse & publications |
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