WWF-Australia and whiteGREY have launched a new tv spot asking Australians to step up save the world around them. The message is simple, Australian nature needs Australian’s nature.
The spot, which highlights the devastation brought upon much of the nation from the 2019 bushfires, debuted on TV and social media as part of WWF-Australia’s new communication platform.
Created to inspire a restoration effort for lost habitat, the ad takes an in-depth look at the endlessly diverse Australian ecosystems. WWF-Australia has pledged to plant a tree on behalf of every person who signs up at wwf.org.au to support Regenerate Australia – a multi-year program to rehabilitate wildlife and future-proof Australia against a changing climate.
“We’re appealing to the determined, resilient and kind nature of Australians to help save Australian nature after the mega fires impacted three billion animals. Recovery from a disaster of that magnitude takes time. Australian nature needs our help,” said Yves Calmette, chief marketing officer, WWF-Australia
WWF-Australia announced its Regenerate Australia program last October, including a goal to double koala numbers on the east coast and fund innovative projects to help nature recover from the bushfires.
“As the ad says, we live in the lucky country, but our nature is being put to the test. We need to be more than lucky. We fail to recognise that when we destroy nature, we also destroy our sense of identity. Australia is not just where we live, it is who we are. The campaign instills a responsibility to take action by calling on Australian qualities we’re all proud of,” added Calmette.
Director Will Horne of AIRBAG used a wide range of production techniques to capture the scenes and mimic the way animals view the world.
“The world needs more empathy. What I loved about this idea is that it puts the viewer in the shoes (paws) of some of Australia’s most endangered animals,” said Horne.
“We wanted people to understand the situation that Australian animals are facing and show that there is hope if we come together and act quickly. It was a truly ambitious project and one that I am proud to be a part of.”
The TVC started to air on free-to-air TV in Sydney on July 18th, supported by a national social media campaign and OOH advertising across Sydney.
Agency: whiteGREY Australia
Prod Co: AIRBAG
Director: Will Horne