DROWN THE WORLD

TitleDROWN THE WORLD
BrandFRIENDS OF THE EARTH
Product / ServiceACTION AGAINST CLIMATE CHANGE
CategoryA01. Event & Field Marketing
EntrantJWT HONG KONG, HONG KONG
Entrant Company:JWT HONG KONG, HONG KONG
Sales Promotion/Advertising Agency:JWT HONG KONG, HONG KONG

Credits

Name Company Position
Sly Song Jwt Hong Kong Executive Creative Director
Barbara Fu Jwt Hong Kong Group Creative Director
Cherry Wong Jwt Hong Kong Associate Creative Director
Jason Lam Jwt Hong Kong Art Director
Anthony Leung Jwt Hong Kong Head Of Tv Production
Karl Ho Jwt Hong Kong Production Assistant
Josephine Leung Jwt Hong Kong Account Manager

The Brief

The objective is to remind people about global warming issues in an impactful way. Although people are generally aware of it, they don't take action because it doesn't hit close to home. We decided to confront this issue and bring the harsh reality to life by flooding the world through an experiential cinema event.

Describe how the promotion developed from concept to implementation

The concept started off with the idea of letting people experience a drowning future. We decided to transform an enclosed space into a submerged world in an instant, shocking the audience. That's why we launched an experiential cinema event. We explored many options before deciding on using projections to execute the idea. Then, we decided that the cinema was the best place to host the campaign for a few reasons. Firstly, it's unpredictable for moviegoers. Plus, there is no light during the movie, which is perfect for projections. Furthermore, the enclosed cinema space is packed with surround sound that can enhance the experience.

Describe the success of the promotion with both client and consumer including some quantifiable results

We interviewed the audience for their opinions. They were stunned by the water projections, and were surprised by the floating sharks. The experience was brought to life. They felt the impact of the message, and they wanted to find out more about the topic and learn how to take immediate action towards global warming.

Explain why the method of promotion was most relevant to the product or service

Friends of the Earth is a charitable organization that periodically sets up stands at open areas conveying different environmental issues. However, the message is usually ignored by the general public or buried by all the other ongoing promotions on the street. Using a cinema, we can reach our targeted audience without any distractions. The underwater world experience is a lot more engaging than just a street promotion. A brief 30 sec. campaign before the start of the movie has a much better result compared to street promotions.