Sustainable Development Goals > Partnership
EFFECTIVITY, Bratislava / EKOTOPFILM / 2020
Overview
Credits
Background
The Film Festival EKOTOPFILM, based in Slovakia, is the oldest european festival of films about sustainable development. Year after year, it tries to attract people in a small country to come and see nice films about current nature and get very important environmental warnings. But... the average audience fits in only 1 cinema.
So we decided to make a TV trap for a much bigger audience.
In cooperation with Slovak Televison, we have announced a remake of popular slovak TV series from 80s called Pa and Pi. The popularity of this animated series in Slovakia reached the popularity of the famous movie E.T.
The series was about two cat astronauts coming to the Planet Earth and discovering beautiful animals. Every episode, a new animal. Also, almost the whole series was animated, but the parts about the animals were filmed.
Describe the cultural / social / political climate and the significance of the work within this context
The big paradox is that the oldest European festival of sustainable development operates in a country that is not a trendsetter in the field of sustainability. Slovakia is the second largest in EU in the consumption of plastic bags and only 10% of the population separate the waste. The biggest problem is the 30+ generation, which is too busy to deal with the country's future. However, they enjoy watching the comeback of their favorite TV series from the 80's along with their children. So, together with Slovak Television, we prepared a small shock for the viewers.
Describe the creative idea
So what was the trap? We simply replaced the original footage with the films from EKOTOPFILM about the current state of nature. No more beautiful penguins, orangutans, or pelicans. Just melting in the artcic, burning jungle or pelicans in lakes full of plastic. The animated parts stayed the same. That is how the series Pa and Pi after 33 years returned!
Imagine all that busy people getting the info about their popular TV series from 80s coming back. Sitting in the front of TVs. Waiting for some nice childhood memories. Instead of this, they realised how much damage our generation has caused the planet in the last 30 years. According the the campaign message „Let’s not change the world for the children. Let’s change ourselves.“
The impact was huge. People were shocked, ashamed, angry, frightened... anything, but passive.
Describe the strategy
Let’s make a big time TV trap! We knew how much response the remake of the popular fairy tale would evoke after 33 years. We attracted the people of productive age to a popular childhood fairy tale. To show them that the nature they remember is only a thing of the past.
Describe the execution
Simple and effective! We just replaced the original footage with EKOTOPFILM films. Animated parts were kept and dubbed by original voice actors. Their voices should sound similar to how they sounded 33 years ago! The only new parts were the introduction and the message at the end.
Describe the results / impact
The remake of the loved fairy tale got a lot of media attention.
Free Media Space: + 100.000 eur.
People Meter:+ 200%
Audience: from 1.000 to 130.000 people.
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