World Wildlife Fund (WWF) is challenging the marketing industry to use its influence to help deliver a more sustainable future with the launch of Project Extraordinary, a global video challenge that will see creative agencies produce short films to demonstrate how sustainability can be desirable and sexy. The winning submission will be featured at the UN Social Good Summit and an additional three agencies will be featured at the Cannes Lions Advertising Festival.
Sustainability is not often viewed as a ‘must-have’ despite ample evidence illustrating the dangerous changes currently taking place around the world, including rising temperatures, intensifying natural disasters and dwindling natural resources. There is an urgent need for everyone to rethink how we can feed, fuel and power our society differently. Project Extraordinary challenges the world’s best creative teams to do just that.
The project aims to harness creativity to give sustainability mainstream appeal and encourage one billion consumers globally to make more than 50 percent of their purchases based on sustainability as one of the top three decision triggers by 2020.
“When I worked in the advertising world, it constantly surprised and inspired me how creatives approached a problem and developed ideas to solve them. The degradation of our planet is the single-most pressing problem facing our very existence. This project is a bold idea to harness creative power globally to help build a future where people live in harmony with nature,” said Livia Esterhazy, CEO of WWF-New Zealand. (…)
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