Client: Virgin Radio and WWF Romania
Director of WWF Romania: Orieta Hulea
Agency: McCann Wordgroup Romania
CCO: Catalin Dobre (McCann Wordgroup Romania)
Country: Romania
Published: August 2018
Synopsis:
Famous artists remixed their songs on the grim pace of trees being cut to draw attention on huge deforestation problem
Virgin Radio and WWF Romania launch The Deforestation Beat Campaign. The beat, which is the actual pace of virgin forests getting cut, is the rhythm on which famous artists reworked their songs to remind listeners that every 1.2 seconds a tree is being cut and ask them to get involved.
Romania has the last remaining virgin forests in Europe, but 10.000 SQM of these virgin forests disappear every hour. If you do the math, this means that a tree is being cut every 1.2 seconds.
Virgin Radio invited Romania’s most famous artists to use this beat – The Deforestation Beat – into their songs and artists were not shy to join the cause.
INNA, Mihail, Vanotek, The Motans, Grimus, DJ Shiver all remixed their summer hits to the new beat and invited listeners to get involved: Shazam the song when you hear it on the radio and donate to WWF Romania to help fight the deforestation plague.
„This campaign translates a huge problem into the language of the young generation and simplifies the way they can get involved to save the nature. Radios and podcasts are part of their everyday life, so that’s where we went to educate and ask for their help. One beat, one song, one click away”, stated Orieta Hulea, Director of WWF Romania.
“We are losing our forests. That’s a hard fact, backed by numbers. But numbers and statistics no longer impress us. So we transformed the numbers and warnings into entertainment.”, stated Catalin Dobre, CCO McCann Wordgroup Romania.