The project is the brainchild of film director Richard Curtis. The film is being premiered in New York this evening (25 September) before being shown in 30 countries around the world through a deal with global cinema advertising association Sawa, which is offering free time for the ad.
The spot dramatises the moment 193 world leaders sign the deal to ratify the 17 ‘global goals’. Created by Sir John Hegarty who worked with BBH and Aardman the twist is that each country is represented by an animal – for example the UK is a lion.
Speaking in Cannes at the festival earlier this year, Curtis said: “We would love everyone to get behind the mission to make the Goals famous. We are targeting every website and billboard, every TV and radio station, every cinema, every community, every school and every mobile phone network with the task of carrying a simply message about the goals for the seven days after they are launched.”
A number of brands have got behind the project, including Aviva, Standard Chartered and Unilever.
The aim is to reach more than 7 billion people to raise awareness of the global goals so that people can hold politicians responsible.
Posterscope is also partnering with the project for out-of-home activity. The ads will be shown in 450 cities in 28 countries including busy city locations around Piccadilly Circus in London and Times Square in New York.
The project is also setting up its own radio station – Radio Everyone – which will be broadcast across the globe and feature shows from the likes of Bono. It will also be promoted by brands such as BBC Music and Absolute Radio.
There will also be digital and social activity.
- Do you want to ensure your brand’s campaign gets the recognition it deserves? Enter the social media category in this year’s Masters of Marketing. Go to the Masters site for details of how to enter.