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  • SUB CATEGORY :
    EFFECTIVE LOTUS - SMALL BUDGET
  • COMPANY ENTERING :
    DENTSU JAYME SYFU, MANILA
  • TITLE :
    DEAD WHALE
  • BRAND :
    REFUSE PLASTIC
  • ADVERTISER :
    GREENPEACE PHILIPPINES
  • AGENCY :
    DENTSU JAYME SYFU, MANILA
  • CHIEF CREATIVE OFFICER :
    MERLEE JAYME
  • CREATIVE DIRECTOR :
    BIBOY ROYONG
  • COPYWRITER :
    SOLEIL BADENHOP
  • ART DIRECTOR :
    BLANE ROSALES/BIBOY ROYONG
  • BUSINESS UNIT DIRECTOR :
    JULIA PRONSTROLLER
  • SOCIAL MEDIA MANAGER :
    TABBI TOMAS
  • FILM PRODUCER :
    LESTER PARULAN
  • PRODUCTION DESIGN :
    BUTCH GARCIA/ETNIKOLOR
  • POST-PRODUCTION COMPANY :
    GREENROOM INC., MANILA
  • EDITOR :
    ERIN HIPOLITO/JAYMAR CARINAN/BERTO ABENIDO
  • EXECUTIVE PRODUCER :
    FRANNY OMAMPO
  • PRODUCER :
    LESTER PARULAN
  • POST PRODUCER :
    JP CAMPOS
  • SPECIAL EFFECTS COMPANY :
    UNDERGROUND LOGIC, MANILA
  • MANAGING DIRECTOR :
    ADRIAN TECSON
  • HEAD OF CREATIVE OPERATIONS :
    PAOLO MORATO
  • VISUAL EFFECTS :
    WAYNE DAYAUON
  • ANIMATOR :
    WAYNE DAYAUON
  • SENIOR COLORIST :
    LESLIE TAN
  • RENDERE :
    RUSS GALICIA
  • SOUND PRODUCTION COMPANY :
    HIT PRODUCTIONS, MANILA
  • AUDIO ENGINEER :
    GLENN MARIANO
  • MUSIC ARRANGER :
    TEDDY KATIGBAK
  • PHOTOGRAPHER :
    RUBEN HAMAHIGA DELA CRUZ
  • PRINT PRODUCER :
    SHEILA VILLANUEVA
  • ENTRANT MUST CLEARLY INDICATE A BREAKDOWN OF THE BUDGET WHICH THE TOTAL BUDGET UNDER USD 200,000 :
    THE “DEAD WHALE” WAS ONE OF THE MAJOR CAMPAIGNS LAUNCHED BY GREENPEACE FOR 2017 AND WAS COMPOSED OF MINIMAL PRODUCTION FEES OF $3,970 AND ZERO MEDIA SPEND BECAUSE IT LEVERAGED MORE ON THE VIRALITY AND REAL-TIME ACTIVATED RESPONSE TO A TIMELY, RELEVANT EVENT WHICH IS THE ASEAN SUMMIT.
  • CAMPAIGN SUMMARY :
    THE PHILIPPINES IS THE THIRD HIGHEST CONTRIBUTOR OF PLASTIC WASTES IN THE OCEAN, IN THE ENTIRE WORLD. THROUGHOUT YEARS OF UNREPORTED CASES OF BEACHED WHALES IN OUR SHORE LINES AND DESPITE EFFORTS AND COMMITMENTS TO ADDRESS ISSUES THROUGH THE ECOLOGICAL SOLID WASTE MANAGEMENT ACT OF 2001, WASTE MANAGEMENT REMAINS TO BE A PRESSING ISSUE THAT THE GOVERNMENT NEEDS TO TAKE SERIOUSLY. WITH THE PHILIPPINES AS CHAIR OF THE 2017 ASEAN SUMMIT, GREENPEACE PHILIPPINES TOOK THE OPPORTUNITY TO CALL UPON ASEAN ENVIRONMENTAL LEADERS TO TAKE CONCRETE MEASURES AGAINST PLASTICS POLLUTION AND TO STOP ENVIRONMENTAL DEGRADATION AND DYING MARINE LIFE. ON MAY 11, 2017, DURING THE SUMMIT ON COASTAL AND MARINE DEVELOPMENT, A 73-FOOT DECOMPOSING “DEAD WHALE” WAS MOUNTED ON THE SHORES OF ONE OF THE MOST POLLUTED CITIES IN THE COUNTRY. UPON REVELATION, LOCALS WERE SHOCKED WITH WHAT THEY SAW: A REALISTIC, BLOODY AND LIFELESS BLUE WHALE. BUT WHEN THEY LOOKED CLOSER, THEY DISCOVERED THAT IT WAS MADE ENTIRELY OF PLASTIC WASTES COLLECTED FROM THE OCEAN SUCH AS PLASTIC BAGS, PET BOTTLES, AND SACHETS. WHEN PHOTOS AND VIDEOS WERE SHARED ONLINE, IT IMMEDIATELY SPIRALED A VIRAL EFFECT GENERATING OVER 1.5 BILLION IMPRESSIONS INTERNATIONALLY. MORE IMPORTANTLY, IT CAUGHT THE ATTENTION OF ASEAN LEADERS, WHICH PUT COASTAL AND MARINE PROTECTION INCLUDED IN A PROPOSAL FOR THE NEXT ASEAN LEADERS’ SUMMIT.
  • THE BRIEF :
    THE “DEAD WHALE” CAMPAIGN AIMED TO HIGHLIGHT THE NEED FOR THE UPCOMING ASEAN SUMMIT TO TAKE URGENT COLLABORATIVE STEPS TO REDUCE PLASTIC WASTE IN THE OCEANS. WITH PHILIPPINES AS THE CHAIR OF THE 2017 ASEAN SUMMIT, GREENPEACE WANTED TO TAKE ADVANTAGE OF THIS OPPORTUNE TIME TO CALL ON ASEAN MEMBERS TO TAKE CONCRETE MEASURES AGAINST PLASTIC POLLUTION LIKE BANNING SINGLE USE PLASTIC PACKAGING, STRENGTHENING POLICY ON WASTE MANAGEMENT, ENFORCING INTERNATIONAL REGULATIONS ON MARINE DEBRIS, AND REGULATING PLASTIC USE AND PRODUCTION AT SOURCE.
  • THE STRATEGY :
    GREENPEACE, A NON-PROFIT ORGANIZATION, HAS VERY LIMITED BUDGET SUPPORT. THAT’S WHY THE STRATEGY TAKEN WAS TO CREATE A DISRUPTIVE, MONUMENTAL EXECUTION THAT WILL EFFECTIVELY SPREAD THE MESSAGE ON THE WORSENING CASE OF PLASTICS POLLUTION. GREENPEACE NOT ONLY WANTED TO TALK TO THE PUBLIC ABOUT THE ISSUE, THEY WANTED TO TALK TO GOVERNMENT OFFICIALS AND DELEGATES FROM THE ASEAN SUMMIT WHO HAVE THE POWER TO TAKE CONCRETE MEASURES AGAINST PLASTICS POLLUTION. BY MOUNTING A MASSIVE REPRESENTATION OF THIS PROBLEM—A DEAD BLUE WHALE WHICH IS THE LARGEST ANIMAL ON EARTH, GREENPEACE AIMED TO GENERATE MASSIVE ATTENTION AS WELL. THE APPROACH DONE ON MEDIA WAS TO START WITH A PLATFORM WHERE CONVERSATIONS ARE WELCOME. A PLATFORM THAT WILL ALLOW SPREADING AND VIRALITY HAPPEN FASTER. USING SOCIAL MEDIA IS EXACTLY THAT PLATFORM – IT IS A POWERFUL TOOL TO SPREAD INFORMATION AND CAUSES. IT HAS PROVEN TO HAVE THE CAPACITY TO REACH PEOPLE ACROSS THE GLOBE. THE IDEA WAS TO START WITH PHOTOS POSTED ONLINE THAT WILL TRIGGER CONVERSATIONS AND ELICIT ACTION FOR PEOPLE TO SIGN THE PETITION AND SPREAD WORD ABOUT PLASTICS POLLUTION — WE WANTED TO CREATE A DOMINO EFFECT THAT WILL IMMEDIATELY CATCH THE ATTENTION OF ASEAN OFFICIALS. ANOTHER STRATEGY USED WAS TO PARTNER WITH A TV NETWORK’S DIGITAL NEWS ARM TO GIVE A LIVE REPORT ON FACEBOOK TO SPREAD THE NEWS ABOUT A DEAD WHALE ON PHILIPPINE SHORES. THEN REVEALING LATER ON IN THE BROADCAST THROUGH A CLOSER LOOK THAT THE DEAD WHALE IS ACTUALLY MADE OF PLASTIC WASTES THAT POLLUTE THE OCEAN. ACTIVATING KEY OPINION LEADERS TO TALK ABOUT WHY WE SHOULD REFUSE PLASTIC TO PREVENT INCIDENTS LIKE THESE FURTHER EMPHASIZED THE GRAVITY OF THE PROBLEM, AND THE NEED FOR IMMEDIATE ACTION BY GOVERNMENTS IN ASEAN.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE ‘DEAD WHALE’ WAS MOUNTED ON A BEACH IN ONE OF THE MOST POLLUTED CITIES IN THE COUNTRY. IT WAS CONSTRUCTED SECRETLY BESIDE THE SHORE FOR ONLY 5 DAYS WITH A TEAM OF 9 PEOPLE. THE MATERIALS USED WERE PLASTIC WASTES COLLECTED FROM THE OCEAN--WHITE SACKS WENT TO THE UNDERBELLY AND ITS TEXTURES, PLASTIC STRAWS AND WIRES TO BIND THE MATERIALS TOGETHER, RED SACKS FOR THE INNARDS AND BLOOD EFFECT, AND PET BOTTLES FOR THE BALEEN TEETH, AMOUNTING TO OVER 160 KILOS OF PLASTIC WASTES AND 73 FEET IN LENGTH. THE SCULPTURE WAS THEN TRANSFERRED TO THE SHORE AND UNVEILED A FEW KILOMETERS AWAY FROM THE ASEAN LEADERS SUMMIT. PHOTOS WERE POSTED ON SOCIAL MEDIA AND IMMEDIATELY GOT PICKED UP ORGANICALLY BY LOCAL AND INTERNATIONAL MEDIA OUTFITS. THEN IT RESULTED TO THE RECOGNITION OF ASEAN LEADERS IN THE SUMMIT.
  • THE RESULT :
    THE DEAD WHALE CAMPAIGN SUCCESSFULLY CREATED AWARENESS AMONG THE PUBLIC AND ASEAN LEADERS. WITH ZERO MEDIA SPEND, THE CAMPAIGN GOT A TOTAL OF 1.5 BILLION IMPRESSIONS IN OVER 100 COUNTRIES. TOP NEWS SITES COVERED THE NEWS: CNN PHILIPPINES, THE TELEGRAPH, PEOPLE’S DAILY CHINA, AND MORE. NEWS PUBLICATIONS AND CHANNELS: TV5 NEWS PH, PHILIPPINE DAILY INQUIRER, ADN40 MEXICO, ARTE 28 FRANCE, NATION TV THAILAND, VINHLONG TV VIETNAM, AND MORE. MOST IMPORTANTLY, THE ISSUE WAS INCLUDED IN A PROPOSAL FOR THE NEXT ASEAN SUMMIT, JUST ONE DAY AFTER THE LAUNCH. “ASEAN ELEVATES COASTAL, MARINE ENVIRONMENT PROTECTION BID”, MAY 12, 2017 HTTPS://WWW.ASEAN2017.PH/ASEAN-ELEVATES-COASTAL-MARINE-ENVIRONMENT-PROTECTION-BID/