AN 'EXTRAORDINARY' MAKEOVER FOR SUSTAINABILITY:
CONSERVATION MEETS CREATIVITY
19 February 2018 by Carolyn Managh
Today marks the launch of the inaugural Project Extraordinary, an unprecedented collaboration between WiLD Studios (the short-film division of award winning international documentary filmmakers NHNZ, otherwise called Natural History NZ, and WWF-New Zealand (spearheading this project on behalf of WWF Global). It aims to give sustainability an irresistible appeal among consumers globally. With experts estimating only one percent of the materials used to produce consumer goods are still in use six months after sale, there is an urgent need to shift consumer attitudes and make sustainability a priority choice for people everywhere.
Project Extraordinary is a competition that will see one creative agency potentially make history. The challenge invites creative minds globally to develop a short-form video concept that demonstrates how sustainability is desirable, and sexy, 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.
WiLD Studios Executive Producer, Carolyn Managh explains, “This is a history-making opportunity for a creative agency. 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”.
Director General WWF International, Marco Lambertini says, “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. 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.”
WWF-New Zealand CEO, Livia Esterhazy adds, “When I worked in the advertising world, it constantly surprised and inspired me how creatives approached a problem and developed ideas to solve them. The degradation of our planet is the single-most pressing problem facing our very existence. This project is a bold idea to harness creative power globally to help build a future where people live in harmony with nature.”
Timberland Asia-Pacific VP of Marketing, Christy Kilmartin elaborates, “One of the biggest challenges brands face today is the gaping disconnect between people’s sustainable values and their purchase behaviours. By harnessing the worlds best creative minds, Project Extraordinary promises a new era where the sexiest choice is also the best choice for humanity.”
UN High Level Commissioner and SDG Global Ambassador, Dr. Alaa Murabit says, “It’s not enough to have global leaders, corporates and NGOs committed to addressing the devastating impact our ecosystems and wildlife are facing. Billions of consumers must start changing their actions and purchases to shift the needle. Innovative platforms like Project Extraordinary are the kind of inspiration the world needs to change how history will depict us.”
The competition will be judged by a distinguished jury comprising of the who’s who of conservation and blue-chip brands aligned with the United Nations Sustainable Development Goals. (See below for jury members). Entries close at 5pm GMT, Thursday 12 April, 2018.
Three concepts will be shortlisted as ‘highly commended’ to be subsequently filmed and produced by WiLD Studios in collaboration with the respective agencies. The Winner of The Extraordinary Award will be chosen from the three Highly Commended finished films, by Marco Lambertini and the panel members of the ‘How to Make Sustainability Sexy’ forum. The winning film will premiere at this forum on Tuesday, 19 June, 2018 in the Grand Auditorium Louis Lumière at Cannes Lions 2018.
Entry is now open at www.projectextraordinary.org
For media interviews or more information, contact:
project Extraordinary, PR Manager
+64 22 521 5235
Notes to Editor
Gary Knell President-CEO National Geographic Society
Dane O’Shanassy Country Manager Patagonia-Australia
Deon Nel Global Conservation Director WWF Intl
Sudhanshu Sarronwala Exec Dir WWF-Intl, Chairman Earth Hour
Cigdem Yildiz Kurtulus Global Brand Director Unilever
Dr Eliane Ubalijoro Prof. Sustainable Practice, McGill University, Board Director WWF-Intl
Hammad Naqi Khan Director General WWF-Pakistan
Kate Wylie Global VP Sustainability Mars
Christy Kilmartin VP Marketing Timberland Asia-Pacific
Torsten Schuppe VP Global Marketing Google
Liv Esterhazy CEO WWF-New Zealand
Riccardo Navone Managing Director IKEA Portugal
Yves Calmette CMO WWF-Australia
Stephen England-Hall CEO Tourism New Zealand
Kresse Wesling MBE Co-founder Elvis & Kresse
Susan Stephens Co-founder Me Me, New Zealand
Alan AtKisson International Sustainability Hall of Fame
Jeff Garner Founder Prophetik
Golriz Lucina Head of Creative, SoulPancake
LO Sze Ping CEO WWF-China
Kavita Khosa Founder PurEarth
Daniel Cherry III CSO Translation
Jessica Robinson Founder Moxie Future