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  • SUB CATEGORY :
    BEST USE OF GUERILLA MARKETING
  • 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
  • DESIGNER :
    BIBOY ROYONG
  • FILM PRODUCER :
    LESTER PARULAN
  • PRODUCTION DESIGN :
    BUTCH GARCIA/ETNIKOLOR
  • POST-PRODUCTION COMPANY :
    GREENROOM INC., MANILA
  • EDITOR :
    ERIN HIPOLITO/JAYMAR CARINAN/BERTO ABENIDO
  • 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
  • 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 WE CREATED A DISRUPTIVE, MONUMENTAL EXECUTION THAT EFFECTIVELY SPREAD THE MESSAGE ON THE WORSENING CASE OF PLASTICS POLLUTION. TO CATCH THE ATTENTION OF THE ASEAN LEADERS, THOSE WHO HAVE THE POWER TO TAKE CONCRETE MEASURES AGAINST PLASTIC POLLUTION, WE CREATED A MASSIVE REPRESENTATION OF THE PROBLEM—A DEAD WHALE. WE USED A PLATFORM THAT ALLOWED SPREADING AND VIRALITY HAPPEN FASTER—SOCIAL MEDIA. WITH ONLY ORGANIC PHOTOS AND VIDEOS, THE DEAD WHALE TRIGGERED CONVERSATIONS AND CREATED A DOMINO EFFECT THAT IMMEDIATELY CAUGHT THE ATTENTION OF ASEAN OFFICIALS.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    THE 73 FEET DEAD WHALE WAS CREATED USING 160 KILOS OF PLASTIC WASTES COLLECTED FROM THE OCEAN. WE CRAFTED IT TO APPEAR REAL AND LIFELIKE, AND IT CAUGHT THE ATTENTION OF LOCALS WHO POSTED THE PHOTOS ONLINE. WITH SOCIAL MEDIA AS THE MAIN COMMUNICATION PLATFORM OF THE CAMPAIGN, THE DEAD WHALE IMMEDIATELY WENT VIRAL THROUGH PHOTOS, EXPLAINER-TYPE NEWS VIDEOS, AND NEWS CONTENT, ENOUGH TO CALL THE ATTENTION OF ASEAN LEADERS. TO GIVE IT FURTHER CONTEXT, WE DISTRIBUTED MEDIA RELEASES THAT WERE USED IN PUBLISHING EVERY RELEVANT ARTICLE TO THE “DEAD WHALE” AND THE ASEAN SUMMIT ON COASTAL AND MARINE DEVELOPMENT
  • 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/