More Earth Hour

Holy Daily Double!? 2 posts in 1 day? That’s the plan.

After coming into class last week unprepared, I thought the best way to make up for it is to blog – of course the answer to all of our academia related problems posting witticisms and analyses on the interwebz. In the last class, we were supposed to be prepared with instances that products or ideas were being shown in multiple forms of media – print and other. After looking at what I already have blogged about (yes sadly blog, I have neglected you) it seems to be that only Earth hour presented by WWF is represented in more than just video broadcast.

I present to you Earth Hour 2011 – print campaign (Icefield, Rainforest, Ocean – you can take a guess to figure out which is which).


For those having a hard time reading the copy, here it is.

[Icefield]

“A place of ice over ice, of white over white

and beauty in absences. There was a time when the only sound

was the wind calling its ghosts, when the skyline was set


clean as a scar on glass, when your heartbeat slowed

with the cold, when your dreams brought in a white bird

on a white sky and music that could only be heard

from time to time on the other side of night.

Now the horizon’s dark; now there’s a terrible weight

in the air and a stain cut hard and deep in the permafrost.

Breakage and slippage; the rumble of some vast

machine cranking its pistons, of everything on the slide;

and the water rising fast, and the music lost.”

[Ocean]

“There’ll come a day when doors open in the sea

and the drowned emerge to walk the salt lip of the shoreline.

On that day you might hear what seems to be

the fluting of wind on rock, through people say

there’s music under the blue-green skim, music in the walls

of water, a slow percussion of drums and bells

in the wave-break; and the dead keep time as they go,

marking the beat with their footfalls,

their voices caught in the tug of the undertow…

They say: Look back from the last of the land

to the last of sky and sea, and know

this is all there is of it; this is all we have in hand.”

[Rainforest]

“Between the forest floor and the canopy, a hothouse

that draws this shoot out of the delicate cast

of its pod: catching a blush of bruise as it lifts through the mash

of leaf and bone. Once in a hundred years…and the best

flower only in darkness: a plant so secret, so rare

that no one has seen it or named it or tasted its flesh.

Cure-all; elixir, hope against all hope…and this the last

of its kind. One press of the boot, one cut of the saw,

and who would know or care or count the cost.”


Beautiful poetry right? What I love about these print ads is that they are so beautifully composed to work in sync with it’s image, the poetry, the layout, size of the font, the size of the image, and even the way the copy is displayed.

Each of these advertisements are composed with three line stanza poetry that slowly fade away. It speaks of the history and beauty of nature and it disappears as the poetry starts discussing what human hands are doing to the environment. The fact that the copy is written poetry makes this set of advertisements truly unique. The language used and poetry itself is older, more mature, and very conservative – what I believe the single point the ads are trying to get at – protect the world from us.

Poetry is used to efficiently portray an image and as I read through these ads, I was captivated in the imagery that it implores catering to our human senses. As the copy fades, the poetry becomes harder to read. Another factor that contributes to the overall feel – nature becomes harder and harder to find with the way we currently abuse it.

Though the copy is great, what catches audiences are the images used. The images take up an entire half page and are of desaturated photographs of nature. Well I shouldn’t say desaturated, because these are more realistic than the over-saturated images used in modern media to make things pop. Since these images look as if they were barely touched using editing software, if at all, it keeps to the theme of conserving nature by displaying it in it’s unrefined beauty.

So I think these are great ads, but how does the print campaign work alongside the videos displayed in an earlier post?

Well bottom-line, I don’t think they were made with each other in mind. It seems to be that they are completely different campaigns – print ads targeting a more spiritual, nature-in-touch, liberal college degree holding or pursuing youth in the age ranges of 17-26. While the broadcast ads are still very undefined in target demographic.

In relation to one another, I really appreciate the print ads much more and wish that Leo Burnett figured a way to incorporate the idea in the print ads to broadcast. In my mind I was picturing a video of an ocean completely natural making the sounds of a typical beach while eventually man made noises start to ruin the solemn comfort. The word “Conserve” fades in then out, then the logo and slogan “for a living planet” fade in and out, then finally “Earth Hour” and the website associated fade in.

Just an idea, but I’m not the one being paid the big bucks.

Keep the great ideas coming Leo

-Bryan Miguel


About the advertisement, taken directly from http://www.bestadsontv.com

Leo Burnett, Sydney, on behalf of WWF, was tasked to remind people of the fragile beauty of the world around them and encourage them to have a more conservational perspective.

Credits

  • Executive Creative Director – Andy DiLallo
  • Art Director – Cameron Harris
  • Copywriter – David Harsent
  • Photographer – Simon Harsent

Other credits

Design/ Typography:Cameron Harris, Masataka Kawano

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