» UNESCO Advocates for a Future that is Green and Blue
14.06.2012 - UNESCO Office in Brasilia

UNESCO Advocates for a Future that is Green and Blue

© Africa Agency

A media campaign, created by Africa, a communications agency based in Brazil, highlights environmental responsibility of the Organization and calls on Rodrigo Santoro, Alice Braga and MV Bill to talk about the ocean, sustainable living and quality education.

"The Future is Green and Blue." It is with this concept that UNESCO, the United Nations Educational, Scientific and Cultural Organization, arrives this week at the UN Conference on Sustainable Development, Rio+20.

The creative line chosen for the campaign is an extension of the theme chosen for this year event, which is "The Future we Want", but also strengthens the UNESCO's commitment to sustainable development and respect for human rights and the environment, valuing the path of education.

For this campaign, UNESCO focused on three pillars: Ocean Conservation, Education for Sustainable Development and Sustainable Lifestyles.

The print material refers to the integration between Blue and Green with very clear objective and phrases: "I want to preserve our ocean," "I want a sustainable society" and "I want quality education." Different images of faces and hands are used to illustrate the three pillars of the campaign, and were created from a mosaic of many plants.

A QR Code, strategically placed on urban furniture and in print media, leads to individual films starring three great Brazilian personalities: Rodrigo Santoro, MV Bill and Alice Braga.

Each film represents one of the pillars of UNESCO's advocacy campaign.

Santoro, a Carioca (Brazilian from Rio de Janeiro) and lover of the sea, speaks about the need to preserve the ocean. In one of the passages he says: "We depend on the ocean. The ocean cares for us.  Let us care for the ocean."

Alice Braga, one of the most famous actresses of her generation, highlights the importance of a harmonious society and a sustainable lifestyle. "A sustainable society calls for new values, which celebrate cultures that includes, rather than excludes.  And that are open to dialogue, among people and nations."

The social activist and rapper MV Bill speaks about education. "We need to preserve natural resources, not fight over them...stop with the waste, and focus on justice. There is only one way to achieve this: education."

All films end with a transformation of the artists face into a mosaic of plants and flowers, similar to the images portrayed on the printed material.

They reinforce UNESCO's key messages:  # I want a green and blue future. What about you? UNESCO: The Future is Green and Blue."

"This campaign is centred on UNESCO's core messages for the Rio+20 Conference.  It calls on people, where ever they live and whatever they do, to become actively involved in the preservation of our planet", says Eric Falt, UNESCO's Assistant Director-General for External Relations and Public Information. "It's a campaign that talks about responsibility towards the future, promotes reflection and calls for a change of attitude," adds Guy Costa, Creative Director at Africa Brazil.

 
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Check out the videos:

Printed Media Factsheet:
 
Title: UNESCO
Published by: UNESCO Brazil
Product: Institutional
Agency: Africa São Paulo Publicidade Ltda.
Editors: Nizan Guanaes / Gonzaga / Peter Lazera Art Director: Sergio Gordilho / Guy Costa / Thiago Konno Creative Director: Nizan Guanaes / Sergio Gordilho
Institutional: Rosi Ferreira / Andre Bichara
Contact: Cecilia Cilento / Liliany Samarão / Bruno Marchetto
Media: Eduardo Ferreira / Rafael Nishida / Igor Iida
Production: Carla Lustosa / Edson Harada / Douglas Osti
Artwork: Cecilia Pinheiro / Dirceu Faria / Oliveira José / Thiago Magnani Image Treatment: Fabio Neres / Ricardo Silva
Artbuyer: Hector Miranda / Denise Lee
Graphic: MPV7
Illustration: Teak Martins
Finishing / Post-Production: LAB
Approval / client: Eric Falt / Russell-Rivoallan / Ana Lúcia Guimarães / Marlova Noleto
 
 
Films Factsheet:
 
Title: UNESCO
Length: 30 "
Published by: UNESCO Brazil
Product: Institutional
Agency: Africa São Paulo Publicidade Ltda.
Editors: Nizan Guanaes / Gonzaga / Peter Lazera Art Director: Sergio Gordilho / Guy Costa Pereira / Thiago Konno Creative Director: Nizan Guanaes / Sergio Gordilho
Production / Agency: Vanilla Fernandes / Patricia Melito
Institutional: Rosi Ferreira / Andre Bichara
Contact: Cecilia Cilento / Liliany Samarão / Bruno Marchetto
Media: Eduardo Ferreira / Rafael Nishida / Igor Iida
Production / film: Pilot
Director / film: Daniel Alexandre Soro and Chalabi
Director / photography: Leonardo Ferreira
Assembly / editor: Adolfo Borges
Finishing / Post-Production: Daniel Soro
Contact: Natalie Souza and Melissa Sguarizi Art Direction: Thiago Oliveira After Effects: Vinicius Naldi, Kleber Bertolo and Jose Perez
Type: André Teixeira
Executive Producer: Biba Werdesheim
Producer / Sound: Junk / OM
Production / Sound: Otavio de Moraes
Contact: Margarete Ribeiro
Approval / client: Eric Falt / Russell-Rivoallan / Ana Lúcia Guimarães / Marlova Noleto




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