OVERSHOOT DAY

TitleOVERSHOOT DAY
BrandCHANGE
Product / ServiceAA
CategoryA06. Not-for-profit / Charity / Government
EntrantCHANGE VIETNAM Ho Chi Minh City, VIETNAM
Idea Creation DENTSU REDDER ADVERTISING Ho Chi Minh City, VIETNAM

Credits

Name Company Position
Livio Grossi Dentsu Redder Creative Director
Christian Gaziamodo Dentsu Redder Art Director
Hung Vo Dentsu Redder Planning Director
Edmund Choe Dentsu Redder Chief Creative Officer
Lam Nguyen Dentsu Redder Account Manager

Why is this work relevant for Social & Influencer?

To raise awareness about overshoot day we mailed the most followed Vietnamese influencers and unboxers a simple yet shocking product to review: the punctured Earth. By reaching them, we knew we were going spread this important message to all their followers using the power of social media in all its glory.

Background

Everyday, hour and minute, we are pushed to consume more. With the only promise to make our life better. As a result every year we consume more than our planet can offer and it is estimated that by the 29th July 2021 we will have consumed all the yearly resources.
 Since not many people are aware of this daunting crisis how can we spread awareness while triggering a change in behaviour? What simple decisions should we all collectively make to help move this date giving our planet time to replenish?

Describe the creative idea (30% of vote)

To educate the people about Overshoot Day we decided to engage the most consumeristic influencers and by targeting them our message cascaded to their many followers. With a simple yet effective stunt we managed to ingrain a powerful revelation in the mind of Vietnamese consumers. The Punctured Earth, a blow-up ballon that won't inflate was the perfect metaphor to help people visualize the danger of our materialistic behaviors and the inevitable effects on our planet.

Describe the strategy (20% of vote)

To raise awareness and tell everyone about Overshoot Day we decided to target the most consumerists Vietnamese KOLs and influencers with a shocking surprise. During the week leading to overshoot day, we sent consumeristic KOLs a box containing an inflatable globe, but with a surprise: despite how hard they will try blow it will not inflate. The box also contained a set of stickers providing simple suggestions and a call to action to a microsite.
 Thanks to their streamed experiences, amplified through multiple social channels, the campaign not only reached our immediate target audience but all their followers spreading our message to different target audiences and communities.

Describe the execution (20% of vote)

During the week leading to overshoot day, we sent consumeristic KOLs a box containing an inflatable globe, but with a surprise: despite how hard they will try blow it will not inflate. A message revealed the shocking reason: By July 29th all Earth resources will be squeezed out. Let’s do better next year! The box also contained a set of stickers providing simple suggestions and a call to action to a microsite.
 The targeted KOLs decided to join the cause at no cost. Their unboxing videos aired on the 29th of July finally creating a social conversation about Overshoot Day.

List the results (30% of vote)

After only 72 hours since launch: 9 million people accumulative reach 2 million video views 30+ celebs and KOLs joined the campaign 50+ communities joined the conversation 500,000+ social interactions 10,000+ people shared the message 1,000+ pledges to change behaviour 50 earned media coverage. ALL AT ZERO COST

Links

Social Media URL