Across five different spots, Heaven - symbolized by a modern savior - proffers concrete behavioral tips by which human beings may save our endangered earth. The wide range of practical advice includes disconnecting mobile chargers, turning off power switches and demanding that politicians build better transport systems.
Filosofía
Whats revolutionary about this idea is that, for the first time, it is a campaign made by and endorsed by Heaven, as if heaven was an authentic brand or corporation. Facing the difficult view of a planet on the verge of extinction, Heaven starts working on a decisive way to save its most cherished creation Earth. The fact that Heaven itself descends to adopt the cause represents, with great impact, the seriousness of the problem we are addressing.
Problema
It has been said that there are only ten years left to turn the Global Warming wheel backwards, which compels immediate and radical behavior changes. In this context, MTV Switch's "Initiative for Climate Change" is a worldwide brief designed to prompt those necessary changes. MTV Switch is an organization focused on designing communication strategies and creating awareness about climate change. The organization aims to promote attitude changes and practical changes, resulting in the adoption of simple, daily actions that can reduce each individuals carbon emissions. Lowe Mexico was chosen to create this entirely pro-bono campaign, along with the collaboration of Milagrito Films (Uruguay) and Heroina (Mexico), in the areas of Production and Post Production.
Resultado
The campaign is still in progress launched worldwide throughout MTV and independent stations but the feedback has been terrific so far. Surprisingly enough, no resistance has been reported in terms of dealing with the religion issue. In fact, the employment of a modern savior has been key to the campaigns high popularity, good reception and overall impact. We are already working on a 360 degree enlargement of the concept.