Noe Conservation: The Voice Of Nature [video]

Credits & Description:

Brand: Noé
Country: France
Advertising Agency: Marcel, Paris
Entrant Company: Marcel, Paris
Media Agency: Marcel, Paris
Pr Agency: Marcel, Paris
Production Company: Insurrection, Paris
Additional Company: The Gorilla Foundation, Redwood City
Head Of Planning: Nicolas Levy (Marcel)
Chief Communication Officer: Caroline Morice (Noé)
Voice Of Nature: Koko (The Gorilla Foundation)
Ceo: Arnaud Greth (Noé)
Associate Director: Blandine Mercier (Marcel)
Sound Designer / Producer: Boris Nicou (Prodigious)
Post-producer: Guillaume Marien (Mathematic)
Pr Directors: Nathalie Roland (Marcel)
Technical Project Manager / Developer: Christophe Serret (Marcel)
Sound Designer / Producer: François Vacherot (Prodigious)
Creative Chairman: Anne De Maupeou (Marcel)
Technical Project Manager / Developer: Cédric Nirousset (Marcel)
Co-Founder, President & Director Of Research / Executive Director: Gary Stanley (The Gorilla Foundation)
Project Manager: Manon Lapeyre (Marcel)
Co-Founder, President & Director Of Research / Executive Director: Penny Patterson (The Gorilla Foundation)
Chief Administrative Officer: Valerie Colin (Noé)
Art Directors: Ali Qamari (Marcel)
Copywriter: Damien Lebreuilly (Marcel)
Account Executive: Emilie Jeanneau (Publicis)
Producer/ Post Producer: Erinn Guillon (Insurrection)
Art Directors: Pierre Delort (Marcel)
Video Assistant: Pierre Le Goff (Marcel)
Ceos: Charles Georges-Picot (Marcel)
Chief Creative Officers: Dimitri Guerassimov (Marcel)
Pr Directors: Mélanie Colléou (Marcel)
Chief Creative Officers: Fabien Teichner (Marcel)
Ceos: Pascal Nessim (Marcel)
Execution:
To deliver her message, Koko was interviewed by Penny Paterson, Director of Research at the Gorilla Foundation, and the result has been edited to a short video. Finally, nov. 30th 2015, Koko spoke to the attendants of the COP 21 summit. And of course, to people all around the world via Facebook and Youtube videos and a smart seeding strategy. During the whole duration of summit, people could go visit our website to sign the petition and contact the countries representatives on twitter to ask them to hurry to find solutions for the planet.
Outcome:
Koko’s message has quickly spread from the COP 21 Summit alleys, to TV shows and social networks, generating conversations all over the globe, winning millions of supporters to Koko’s cause. All those passionate debates have generated an incredible result: 70+ million organic views on Facebook and Youtube, 2 millions + shares, 110.000.000+ media impressions, and thousand signed petitions on the dedicated NatureSeeYou.com website. This is an unprecedented result for a French non profit association.
Campaign Description:
So we decided to find a way for Nature to crash the COP21 debates and make it’s voice heard. And who better than Koko, the gorilla mastering more than 1000 words in sign language and famous for having conversations with humans to become: “The voice of nature”.
Synopsis:
Each year, representatives from all nations meet up at the COP summit to find the solutions to lower our impact on the planet. But each year they fail to find solutions. The brief from NOE ASSOCIATION was to find a powerful and emotional way to create awareness among the nations participating to the COP21 summit about the fact that it’s almost our last chance to find solutions for the planet.
Strategy:
People don’t listen to politicians anymore because nobody believes anymore the things they are saying. Politicians create no empathy. They fail to make you care about nature. By having a real representative of Nature as a spoke-person – Koko, the famous gorilla - the goal was to really move people and make them realize that nature is witnessing us destroying the very planet we share. The strategy was to create a provocative, emotional, shareable, and conversational object to spread on digital and social platforms.