Wildlife Conservation Film Festival/ WCFF: Dream, 2

Credits & Description:

Title: Dream
Agency: Ddb New York
Brand: Wildlife Conservation Film Festival
Country: USA
Entrant Company: Ddb New York
Advertising Agency: Ddb New York
Production Company: Zombie Studio, São Paulo / Mophonics, Culver City
Chief Creative Officer: Icaro Doria (Ddb New York)
Creative Director: Thiago Carvalho (Ddb New York)
Head Of Art: Bruno Oppido (Ddb New York)
Associate Creative Director: Guilherme Rácz (Ddb New York)
Associate Creative Director: Lucas Casão (Ddb New York)
Head Of Production: Ed Zazzera (Ddb New York)
Senior Producer: Amanda Van Caneghem (Ddb New York)
Senior Account Executive: Matthew Leach (Ddb New York)
Music/Talent Manager: Linda Bres (Ddb New York)
Songwriter: Song: “I Dreamed A Dream" (By Alain Boublil, Claude-Michel Schonberg, Jean-Marc Natel And Herbert Kretzmer)
Executive Producer: Natália Gouvea (Zombie Studio)
Executive Producer: Paulo Garcia (Zombie Studio)
Animation Production / Director: Zombie Studio (Zombie Studio)
Director Of Social Strategy: Chiara Martini (Ddb New York)
Synopsis:
The goal of the film was to make the harsh reality and issues concerning wildlife conservation tangible and relatable to a wider audience past those already involved in conversation efforts. It was released online and played prior to features at the Wildlife Conservation Film Festival.
Execution:
The film was released online on all major social media (Facebook, YouTube, Vimeo, Instagram) in October 2016 and screened/featured during the WCFF festival.
Campaign Description:
Using an adaptation of "I Dreamed a Dream" from Les Miserables to give a voice to the voiceless, the film portrays the unfortunately common challenges different species are facing.
Relevancy:
The film humanizes the issues faced by wildlife currently and uses an adaptation of "I Dream a Dream" from the musical Les Miserables. It was shown prior to the films screened at the Wildlife Conservation Film Festival and was sensational online as well. It became a part of pop culture and was included in many "Don't Cry" challenges and reaction videos by vloggers and social media influencers.
Strategy:
Each animal is sung by a different vocal artist to humanize the challenges they face. Though the effects on the animals vary greatly from poaching to accidental oil spills, the destruction and demise of the voices is all brought about by human actions.
Outcome:
The film garnered over ten million people views across channels and received global press and international media mention in 20 countries. It became a part of pop culture and was included in many "Don't Cry" challenges and reaction videos by vloggers and social media influencers.