Upload

Loading...

This video is unavailable.

Forever Wild: YouTube Interventions

Like this video?

Sign in to make your opinion count.

Don't like this video?

Sign in to make your opinion count.

Want to watch this again later?

Sign in to add this video to a playlist.

Uploaded on Feb 12, 2012

Sign the Petition at: http://wildernessfoundation.co.za/sav...

Brief:
Rhinos will be extinct within 10 years due to the escalating illegal international trade in rhino horn. Forever Wild, a non-profit initiative with no budget, wanted to convey how critical the rhino poaching situation is, and get people from around the world to sign their petition that would be presented to the US Congress.
Solution:
Our insight was that people say they have no time for serious stuff, yet they spend hours on silly online distractions. So we created "YouTube Interventions" - over 60 YouTube clips that were remixed versions of frivolous trending videos (and some classics). Targeting people who actively searched for stupid viral videos, these Trojan Horses forced them to confront the reality of how they spent their time online.
Results:
We gained over 300 000 YouTube views, over 11 000 Facebook likes, and petition signatures increased by almost 400%, enough to present a strong case to Congress later in 2012. And all this with $0 spent.

CREDITS
Campaign Name: YouTube Interventions
Agency: Ogilvy Cape Town
Creative Director: Chris Gotz
Copywriter: Sanjiv Mistry
Art Director: Prabashan G. Pather
Social Media Manager: Chris Rawlinson
Rhino Footage courtesy of http://greenrenaissance.co.za
Agency Producer: Iris Vinnicombe
Editor: Craig Glenday, Ric Shields
Digital Producer: Nicky van der Walt
Director: Ian Chuter
Voice Artist: Adam Behr

Loading...

Loading...

Loading...

Transcript

The interactive transcript could not be loaded.

Loading...

Loading...

Ratings have been disabled for this video.
Rating is available when the video has been rented.
This feature is not available right now. Please try again later.

Loading...

Loading...
Working...
to add this to Watch Later

Add to