Category: Public Health & Safety, Public Awareness Messages
Advertiser: WWF
Product/Service: CAMPAIGN FOR A LIVING PLANET
Agency: LEO BURNETT SYDNEY
Executive Creative Director: Andy DiLallo
Scriptwriter: David Harsent/Cameron Harris
Agency Producer: Rita Gagliardi
Account Supervisor: Jodi McLeod
Advertiser's Supervisor: Lawrence Hennessy
Production Company: SOUND RESERVOIR, Sydney, AUSTRALIA
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: LEO BURNETT SYDNEY, AUSTRALIA
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Abstract music
ANN: There’ll come a day when doors open in the sea
And the drowned emerge
To walk the salt lip of the shoreline
On that day you might hear what seems to be
The fluting of wind on rock
Though people say there’s music under the blue-green skim
Music in the walls of water
A slow percussion of drums and bells in the wave-break
And the dead keep time as they go
Marking the beat with their footfalls
Their voices caught in the tug of the undertow
They say: Look back from the last of the land
To the last of sky and sea
And know this is all there is of it
This is all we have in hand
World Wildlife Fund. For a living planet.
Brief Explanation
The ocean is dying, the rainforest is disappearing and the ice is melting. WWF wanted to remind people of the fragile beauty of the world around them, and encourage them to have a more conservational perspective.
To convey the aesthetic beauty of these settings in radio, three poems were written to bring to life the feeling someone would get from actually being there and to provide a sombre warning for the consequences of inaction.