Project Extraordinary

The Wild Studios, the short-film division of Natural History NZ and the WWF-New Zealand launched a video concept competition for creative agencies. The goal is to develop a strategy, concept and storyboard for a short-form video that will present sustainability so sexy that consumers will start to change their behavior. According to the estimates of experts, only one percent of the materials used to produce consumer goods are still in use six months after sale.

In addition, the production of goods require precious resources. For the fabrication of a T-shirt about 2,500 liters of water are needed, for a jeans even 11,000 liters of water. “We know what we need to do; the science is there. The challenge is to make sustainability of our planet desirable. Inspirational. Let’s get personal and real”, says Marco Lambertini, Director General WWF International. “We need to stop talking in generalities and show every consumer in every corner of the globe exactly how they can be part of the solution.”

The three best concepts that are selected by the project Extraordinary jury will be filmed and produced by Wild Studios, in collaboration with the winning agencies. The winner’s video will be premiered at this forum, on Tuesday 19 June 2018, in the Grand Auditorium Louis Lumière at Cannes Lions 2018. “This is a history-making opportunity for a creative agency”, underlines Carolyn Managh, Executive Producer at Wild Studios. “To go beyond the documentary format typically applied to this topic and find a sexy and relevant way to reinvent the way sustainability is pitched to global consumers is clearly no small feat. This is why we’ve opened the challenge up to the best creative minds around the world”.

The goal of the project Extraordinary is to encourage one billion consumers globally to make more than 50% of their purchases based on sustainability as one of the top three decision triggers by 2020. Agencies that want to submit their concept to the project Extraordinary need to pay a fee of NZD$725 to WWF-New Zealand.