The Black Square

The Black Square
Video Campaign for WWF
The Black Square

ABOUT THE PROJECT

CLIENT

WWF Italy

YEAR

2012

WHAT WE DID IN SHORT
  • Co-creation of Video concept
  • Copywriting and co-screen writing
  • Project management
BRIEF

WWF needed a viral video to support their international campaign “Say NO to coal!”. The viral had to be informative and engaging at the same time in order to raise awareness on the fact that pollution coming from coal is relatively much higher than the other energy sources. Budget and time frame for video production were quite tight.

OUR SOLUTION

Based on the fact that coal accounts only for 12% of total energy production in Italy while generating a lot of pollution, our idea, developed together with the video production company we selected,  was: “It doesn’t take much to ruin it all“. The video portrayed four different situations in which a black square, covering only 12% of the screen, but strategically placed in order to make it impossible to understand what was going on under it, thus making it evident how much a 12% fraction can be disturbing.

SUCCESS

The video was very much appreciated by WWF Italy management, who asked us to produce two more videos on the same subject,  one a few months later and another one in 2015.

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