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Deforested Field

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Response/TV & Cinema Advertising / 2014

People in Brazil don't have an accurate perspective of how critical some environmental issues are. In every 4 minutes, the area of a football field is devastated in Brazilian forests. Our goal was to make people realize the actual scale of the destruction, and raise access to the local WWF website. We developed an intervention on the broadcast of a Brazilian National Team match. For 4 minutes, the field has gradually changed its color, from green to brown, and in the end, we explained what happened.The great interest Brazil has in football and the power of the idea drove a 73% raise in website

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