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Posts Tagged ‘Ignacio Ferioli’

What Exactly is Ogilvy’s ‘Project Sunlight’ for Unilever?

Unilever, the international conglomerate producing over 400 products, hasn’t always had a sterling environmental and social record. In 2007, Greenpeace targeted the corporation for the deforestation of Indonesian rainforests linked to its sources of palm oil. The UN Environmental Programme called palm oil plantations the leading cause of deforestation in Indonesia. Then, in 2011, Unilver partnered with Proctor and Gamble in a European washing powder price-fixing scheme. About the best thing you could say about Unilever was “at least they’re not Nestlé.”

But in recent years Unilever has been doing a lot to change public perception and at least appear to work toward sustainability. They were a founding member of the Roundtable on Sustainable Palm Oil and in 2012 announced that its sustainable palm oil target would be reached three years ahead of schedule, as well as promising “100% palm oil from certified traceable sources by 2020.” But a report issued last week by the International Labor Rights Forum and Sawit Watch found ”flagrant disregard for human rights at some of the very plantations the RSPO certifies as ‘sustainable.’” These human rights violations included “labor trafficking, child labor, unprotected work with hazardous chemicals, and long-term abuse of temporary contracts.”

So here we are a week later, on Universal Children’s Day, and Unilver has a new campaign called “Project Sunlight,” which it describes in a press release as appealing to everyone, but particularly parents, “encouraging them to join what Unilever sees as a growing community of people who want to make the world a better place for children and future generations” and “a new initiative to motivate millions of people to adopt more sustainable lifestyles.”

At the center of Ogilvy London’s campaign is the video, directed by Academy Award-winning director Errol Morrisand scored with the worst Pixies cover you’ve ever heard, ”Why Bring A Child Into This World?.” which answers that question by stating that our grandchildren will live in a better place than we do. It’s a slick, well-produced 4:26 clip charged with sentimentality and promise, especially if you’re a new or expectant parent.

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Happy Thanksgiving! Here’s a F****d-Up Air Conditioner Spot from Argentina

As the chilly pangs of winter draw nigh, it’s a great time to remember that, hey, if you were living in South America right now, it would now be summer. It’s because hemispheres and weather patterns and poles and the Earth’s rotation and other things I don’t quite understand, but the southern hemisphere experiences opposite weather patterns that we have up north. This is why there is an air conditioner ad in your AgencySpy this morning.

This spot for BGH comes from Del Campo Saatchi & Saatchi Argentina. The concept evolves around a creepy voyeuristic shut-in being the personification of an air conditioner. As things end up taking a pretty bad turn around the 45-second mark, it’s hard not to reflect on two things: 1. This spot would never run in the U.S. and 2. Your own demented broadcast concepts will never be made unless you leave the country.

So, as you give thanks this holiday weekend, remember that your life would be so much better in you were in Argentina. Then laugh, because we all know that’s not true. I mean, football, AMIRITE? Credits after the jump.

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Sony Cybershot Revises History

There’s more than meets the eye when it comes to some of the most iconic images according to this campaign from the folks at Del Campo Saatchi & Saatchi, the brains behind the award-winning Andes “Teletransporter” effort. The agency, which recently added Cybershot to its Sony portfolio that also includes Playstation, plugs the camera’s “sweep panorama” feature and in doing so, shows what really (but not really) went down behind-the-scenes in photo shoots involving Albert Einstein and Marilyn Monroe. Check out the spot for the “candle in the wind” as well as credits after the jump.

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