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WWF, UN approach agencies and marketers to promote sustainability worldwide

09-April-2018
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WWF, UN approach agencies and marketers to promote sustainability worldwide

WWF, the UN and WiLD Studio have teamed up to launch Project Extraordinary, a global initiative to enlist the world’s top marketers and agencies to generate consumer awareness and action around sustainability, says a report in The Drum. 

The project wants to inspire brands to make sustainability so desirable that global consumers will prioritise it as a key purchasing decision. Project Extraordinary is inviting the world’s best creative agencies to develop short-form video concepts and storyboards with the winning films to be made by WiLD and screened by WWF at the Cannes International Festival of Advertising, as well as at UN Forums around the globe. The winning film will premiere on June 19, 2018 in the Grand Auditorium Louis Lumière at Cannes Lions Advertising Festival.

The entries will be judged by a jury of 24 experts including Google VP of global marketing Torsten Schuppe, Mars global VP of sustainability Kate Wylie, Unilever global brand director Cigdem Yildiz Kurtulus, and WWF global conservation director Deon Nel.

The project was created by WiLD Studios, the short-form film division of New Zealand documentary company Natural History in a bid to help protect and preserve the environment. Partnering with WWF and the UN Environment Program, Project Extraordinary aims to inspire brands and agencies to help make sustainability a central issue going forward.

WWF is also engaging 20 leading brands, including Unilever and Adidas, to arrange a workshop in Cannes where marketers will discuss techniques and strategies for spreading sustainability messages to consumers, says the report.

Project Extraordinary competition has attracted interest from agencies around the globe, including India, US, UK, Philippines, Canada, Germany, New Zealand and Australia. Entries close on April 12.

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He joined the company in 2016 as Head of India and South Asia at Discovery Network