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Posts Tagged ‘Hillary Coe’

TBWA Employs Star Voices for Conservation International

TBWA Media Arts Lab has launched a star-studded campaign for Conservation International, entitled “Nature is Speaking,” which employs celebrities as elements of nature delivering the message that environmental reform is an immediate concern.

Star voices include Julia Roberts as Mother Nature, Harrison Ford as The Ocean, Kevin Spacey as The Rainforest, Edward Norton as The Soil, Penelope Cruz as Water and Robert Redford as The Redwood. The campaign debuted at SXSW Eco and rolled out yesterday on YouTube, with the Mother Nature film highlighted on www.conservation.org. That nearly two-minute video functions as the campaign’s center point and introduction. Roberts, as Mother Nature, casts aside the notion that nature is something separate from people to be used. “I don’t really need people, but people need me,” Roberts intones over footage of natural marvels (bonus points for time-lapse footage of oyster mushrooms growing). She goes on to point out how the fate of humans is linked to nature. “When I thrive, you thrive,” she says. “When I falter, you falter — or worse.” She concludes, “One way or another, your actions will determine your fate. Not mine…I am prepared to evolve, are you?” It’s a powerful message, hammering home the immediacy of the issue with emotion.

It also functions as something of a rebranding for the environmental movement. As Dr. M. Sanjayan, Conservation International’s executive vice president and senior scientist points out in a press release, “The environmental movement has missed the mark when talking about nature because it tends to present nature as something that is separate from people. By making it clear that people need nature to survive, we are turning the conversation around and making the movement relevant to entirely new audiences.”

As the campaign continues, Conservation Internation will highlight a different film each week on www.conservation.org, with an accompanying post on its Human Nature blog. Next week will focus on The Ocean (voiced by Vice Chairman of Conservation International Harrison Ford), followed by The Rainforest (voiced by Spacey) and The Soil (Norton). We’ve included Ford and Spacey’s contributions after the jump. The campaign also includes a social extension, with HP promising to donate one dollar to Conservation International, up to one million, for every use of the #NatureIsSpeaking hashtag. Read more

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Grammys Remind You That ‘The Whole World is Listening,’ But No Pressure or Anything

For the sixth consecutive year, TBWA\Chiat\Day L.A. is behind the ad campaign for CBS’ telecast of the Grammys, which airs on Feb. 10.

The new campaign, titled “#TheWorldIsListening” (because all campaigns require hashtags now), continues on the The Recording Academy’s quest to highlight somewhat younger musicians than in years past. Starting in 2011, when the Grammys shocked the country by bestowing the coveted Album of the Year award on Canadian indie band Arcade Fire, the awards show has benefited immensely in TV ratings by targeting a younger audience. That’s probably why in the first 60-second spot, “Anthem,” we get narration by Rihanna Cat Power and cameos from Skrillex, Taylor Swift, and the newly christened Snoop Lion.

Of the trio of new spots, the real winner is the above 30-second piece featuring blues-rock duo The Black Keys with narration by New Orleans blues legend, Dr. John. The Black Keys’ newest album, El Camino, is nominated for the prestigious Album of the Year award this time around. Considering it’s probably the Black Keys’ worst (as Arcade Fire’s worst, The Suburbs took home the award in 2011), it’s my odds-on-favorite to win big in 2013.

The campaign also features a web component dubbed the Grammy Amplifier, a something that a statement from Chiat says “has the potential to become a new platform for social musical discovery.” Watch one more spot starring Rihanna and view credits after the jump.

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