Cannes Lions

RACING EXTINCTION

LEO BURNETT ITALY, Milan / DISCOVERY CHANNEL / 2016

Case Film
Film
Supporting Content
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Overview

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Credits

Overview

Description

In Italy every child learns animals’ names at school, through the song Noah's Ark. Hence the idea of launching a special version of this song , in collaboration with the famous Italian singer Patty Pravo. A children's choir sings the song but without the names of the animals, because, as the final line says: By 2050 the half of the animals risks extinction. And is this the future that we want to leave our children?

Execution

We created a new version of the song "Noah's Ark" in collaboration with the Italian singer Patty Pravo, famous for her environmental battles, who participated for free due to the campaign’s social message and with the children of the “Piccolo Coro dell' Ambrosiano” in Milan. We shot the video that became the documentary promo on the channel and on Discovery Channel social page.

Outcome

The campaign has been seen by 3 million people in Italy.

More than 60 newspapers talked about the documentary film, generating more than

€ 150.000 in free media. Italy is the European Country with the highest share for Racing Extinction, + 37% in Prime Time.

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