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Posts Tagged ‘Mai Huynh’

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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Microsoft Advertising, twofifteenmccann Talk to Unlikely Visionaries

Tapping into kids’ insight is no new tactic, but who can fault an agency for once again asking wide-eyed young “visionaries” to inspire the future? Kids are so charmingly stuttering, so clearly genuine, that they bring a persuasive power to any cause. San Francisco’s twofifteenmccann’s latest work for Microsoft Advertising is no exception.

The agency debuted this film at Cannes last week. Backed by uplifting piano notes, a handful of children talk about their visions for technological innovation, including smart refrigerators (“…Pizza! It’d be like, ‘whooosh!’”) and virtual dressing rooms (for ninja outfits in particular). As each child recounts their vision, an animated prototype of the technology floats next to them.

As hopeful as this ad is, there inevitably comes a point when kids stop thinking quite so big, and instead adopt trademark adult cynicism. Let’s hope Microsoft Advertising really can activate child-like wonder and imagination as they do their work. Many of these kids’ ideas are already on their way—what will they (adults and children) think of next?

Credits after the jump.

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XBOX Kinect Envisions the Future

Will 2011 be remembered as the “Year of the Great Video Game Spot?” When it debuted last month, it really didn’t look like Deutsch LA’s “Michael” ad for PlayStation 3 would have any challengers for the most memorable spot of the year. That is, of course, until XBOX and agency twofifteenmccann released the above jaw-dropping commercial, “The Kinect Effect.”

As the VO says, XBOX thought turning voice and movement into “magic” via Kinect technology “would be fun. And it was.” Hey, if you’ve ever had the opportunity to play one of XBOX’s sports titles for Kinect, there’s little argument you can make against this statement. But, then we see the same technology used for spiking a virtual volleyball in your opponents’ face used for education, surgery, and disposing of hazardous waste. Add to that a great orchestral cover of the Pixies’ “Where is My Mind?” (probably best known to many as the song that plays during the end of Fight Club), and at the end of the spots’ 77-second run time, all a viewer can muster in response is an awestruck is, to quote lauded thespian Joey Lawrence, “Whoa.”

XBOX portrays Kinect as an idea that can affect a target demo who isn’t clamoring for the next Halo installment. It’s quite a bold statement, and one that we don’t see competitors Sony and Nintendo making with their own gaming platforms. Calling it “visionary” is an understatement, as in “The Kinect Effect,” we see video games change the world. Credits after the jump.

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