案例简介：概要 波兰政府开始记录在教科文组织的原始森林保护区和欧洲最后的低地。抗议来自非政府组织、科学家和有关公民被忽视和掩盖其行动的政府也关闭了丛林我们需要激发更多不同种类的抗议者，但当时的伐木活动，已经成为政治的让人想远离它。冷漠的更强，在波兰，保护环境是 "左"，并不是每个人都想被打成这样。在这方面，该运动的主要目的是 depolarise 问题和提供一个中立的空间，让人们参与、了解信息和情况, 并对未来的灵感来表达他们的关切 Bialowieza 森林。 战略 我们专注于游戏玩家，因为通常是年轻不参与政治，但是，这样的声音就能清楚地听到。网上申请可以签署人将要采取的岁岁。据估计，在社区在波兰为约。其中约 800万人。800,000 游戏的 Minecraft 的受害者。很多人看别人玩的抽搐，Youtube 上。这些年轻人，即使他们有权力有限，在短短的几年将投票选举，并教育他们对环保主义这样的早会影响其未来的选择肯定。我们的媒体战略，侧重于创造惊人的 Minecraft 内容，游戏世界名人代言，混合肌/的 Youtube/Facebook 的/博客处决和创意的激活引起媒体的报道，一次又一次。 相关性 绿色和平组织是一个高度分化的品牌在默认情况下。然而，它还很幼稚很广。我们的竞选活动的品牌看起来更友好，更具有政治倾向和更多的乐趣。有一个品牌在这里-Bialowieza 森林本身。同样重要的是联合国教科文组织保护现场，黄石国家公园的大堡礁。是什么使得它不同的是其缺乏全球意识的流行文化。但大家都知道在黄石不起学校，但从.卡通左右瑜珈熊。我们是一样的，但不同的媒体。 结果 我们估计的运动达到全球超过 10000万万人的帮助下达到 170 000 签名请愿活动，增加了国家公园的普通人的庞大、 NGO 活动家, 媒体和宣传、环境部长，负责绿色照明的记录,已被开除，记录本身已经暂停。 执行 该运动于 27/06/月，后来又为月周，但是在地图依旧存在。我们推出了三个战术执行: -在线视频在波兰的 Minecraft 图和讲话的最具代表性的野生动物纪录片配音艺术家--一群秀月最好的波兰摄影师的表现出的画面，从我们的图 "的风景 bialowieza 森林"-游戏影响力的游戏-视频创造者 12-36 小时以上内容随后首映外径 28-分-长纪录片在比亚？ owie？ 森林的情况由著名波兰演员。首映是在电影院和在 Facebook 上的现场视频。最后，我们举办了一个扯住-如果我们显示了我们的地图与所有的树木，但是，记录下来 (# 月抽搐时在波兰, # 月在欧洲)。这个游戏的生产商--微软认可的全球行动。 活动描述 我们把 Bialowieza 森林变成一个不可抗拒的 Minecraft 内容-1:1 规模，准确数字备份整个，700 平方公里大波兰的森林, 向公众开放的探索。上图是一种吸引尽可能多的青年人的伐木提出这些问题，自由的政治，充满了乐趣。这一炮走红的几乎瞬间，当它被赞赏, 我们，取而代之的是一个新版本的所有除外--最后的 700万棵树站-被砍掉了。仿真的失落感证明不足以推动的观众对表达他们的关切。

案例简介：Synopsis The Polish Government started logging in the UNESCO protected area and the Europe's last lowland primeval forest. The protests coming from NGOs, scientists and concerned citizens were largely ignored and to hide their actions the Government even closed the forest down. We needed to activate more of different kinds of protesters, but at the time the subject of logging was already very political so the people wanted to stay away from it. The apathy was even stronger as in Poland protecting the environment is considered "leftist" and not everyone wants to be labelled as such. In this context, the campaign's main objective was to depolarise the subject and provide a neutral space for people to get involved, to educate themselves about the situation, and to feel inspired to voice their concerns about the future of the Bialowieza Forest. Strategy We focused on the gamers because more often than not, they are young and not politically involved yet, so their voice would be clearly heard. The online petitions in Poland can signed by people as young as 13 years old. It’s estimated that the gaming community in Poland amounts to approx. 8 million people of which approx. 800 thousand play Minecraft on a daily basis. Many more people watch the other people play - on Twitch and on Youtube. Those young people, even though they have limited power now, in just few years will be voting in the elections, and educating them about environmentalism this way and this early will impact their future choices positively. Our media strategy focused on creating amazing Minecraft content, gaming-world celebrities endorsement, mix of Twitch / Youtube / Facebook / Blogs executions and creative activations provoking media’s coverage time and time again. Relevancy The Greenpeace is a highly polarising brand by default. However, it is also very youthful and very inclusive. Our campaign made the brand look more friendly, less politically oriented and more fun. There is one brand here - the Bialowieza Forest itself. It’s a UNESCO protected site of the same importance as the Yellowstone Park or the Great Barrier Reef. What makes it different is its lack of global awareness on the pop cultural level. But people know about the Yellowstone not from schools, but from… the cartoon about Yogi Bear. We did the same but in different media. Outcome We estimate the campaign reach over 100 million people worldwide The campaign helped reach the 170 000 signatures under petition to increase the size of the National Park Thanks to massive effort of ordinary people, NGO campaigners, media and our campaign, the Minister of Environment, responsible for green-lighting the logging, was dismissed and the logging itself has been suspended. Execution The campaign launched on 27/06/17 and went on for 3 weeks, however the map still lives on. We launched it with three tactical executions: - online video made on our Minecraft Map and narrated by Poland's most iconic wildlife documentary film voice artist - a group show of 12 best Polish photographers who exhibited the screenshots from our map as "landscapes from Bialowieza Forest" - gaming influencers Youtube gameplay-videos who created over 6 hours content It was followed by a premiere od 28-minutes-long documentary film about the Bia?owie?a Forest's current situation led by a famous Polish actor. The premiere took place in a cinema theatre and was live-streamed on Facebook. In the end, we hosted a Twitch live-event where we had shown our map with all the trees, but one, logged down (#1 twitch event in Poland, #4 in Europe). The game's producer - Microsoft - endorsed the campaign globally. CampaignDescription We turned the Bialowieza Forest into an irresistible piece of Minecraft content - a 1:1 scale, accurate digital back-up copy of the entire, 700 square kilometres large Polish side of the forest, open to public for exploration. The map was a way attract as many young people as possible in order to introduce them to the problem of logging, free of politics but full of fun. It became a hit almost instantly, and just when it was praised all over, we replaced it with a new version where all of the 7 million trees except for - The Last Tree Standing - was cut down. The simulation of feeling of loss proved enough to propel the audience towards voicing their concern.

致最后一棵树 | To The Last Tree Standing

案例简介：概要 波兰政府开始记录在教科文组织的原始森林保护区和欧洲最后的低地。抗议来自非政府组织、科学家和有关公民被忽视和掩盖其行动的政府也关闭了丛林我们需要激发更多不同种类的抗议者，但当时的伐木活动，已经成为政治的让人想远离它。冷漠的更强，在波兰，保护环境是 "左"，并不是每个人都想被打成这样。在这方面，该运动的主要目的是 depolarise 问题和提供一个中立的空间，让人们参与、了解信息和情况, 并对未来的灵感来表达他们的关切 Bialowieza 森林。 战略 我们专注于游戏玩家，因为通常是年轻不参与政治，但是，这样的声音就能清楚地听到。网上申请可以签署人将要采取的岁岁。据估计，在社区在波兰为约。其中约 800万人。800,000 游戏的 Minecraft 的受害者。很多人看别人玩的抽搐，Youtube 上。这些年轻人，即使他们有权力有限，在短短的几年将投票选举，并教育他们对环保主义这样的早会影响其未来的选择肯定。我们的媒体战略，侧重于创造惊人的 Minecraft 内容，游戏世界名人代言，混合肌/的 Youtube/Facebook 的/博客处决和创意的激活引起媒体的报道，一次又一次。 相关性 绿色和平组织是一个高度分化的品牌在默认情况下。然而，它还很幼稚很广。我们的竞选活动的品牌看起来更友好，更具有政治倾向和更多的乐趣。有一个品牌在这里-Bialowieza 森林本身。同样重要的是联合国教科文组织保护现场，黄石国家公园的大堡礁。是什么使得它不同的是其缺乏全球意识的流行文化。但大家都知道在黄石不起学校，但从.卡通左右瑜珈熊。我们是一样的，但不同的媒体。 结果 我们估计的运动达到全球超过 10000万万人的帮助下达到 170 000 签名请愿活动，增加了国家公园的普通人的庞大、 NGO 活动家, 媒体和宣传、环境部长，负责绿色照明的记录,已被开除，记录本身已经暂停。 执行 该运动于 27/06/月，后来又为月周，但是在地图依旧存在。我们推出了三个战术执行: -在线视频在波兰的 Minecraft 图和讲话的最具代表性的野生动物纪录片配音艺术家--一群秀月最好的波兰摄影师的表现出的画面，从我们的图 "的风景 bialowieza 森林"-游戏影响力的游戏-视频创造者 12-36 小时以上内容随后首映外径 28-分-长纪录片在比亚？ owie？ 森林的情况由著名波兰演员。首映是在电影院和在 Facebook 上的现场视频。最后，我们举办了一个扯住-如果我们显示了我们的地图与所有的树木，但是，记录下来 (# 月抽搐时在波兰, # 月在欧洲)。这个游戏的生产商--微软认可的全球行动。 活动描述 我们把 Bialowieza 森林变成一个不可抗拒的 Minecraft 内容-1:1 规模，准确数字备份整个，700 平方公里大波兰的森林, 向公众开放的探索。上图是一种吸引尽可能多的青年人的伐木提出这些问题，自由的政治，充满了乐趣。这一炮走红的几乎瞬间，当它被赞赏, 我们，取而代之的是一个新版本的所有除外--最后的 700万棵树站-被砍掉了。仿真的失落感证明不足以推动的观众对表达他们的关切。

致最后一棵树 | To The Last Tree Standing

案例简介：Synopsis The Polish Government started logging in the UNESCO protected area and the Europe's last lowland primeval forest. The protests coming from NGOs, scientists and concerned citizens were largely ignored and to hide their actions the Government even closed the forest down. We needed to activate more of different kinds of protesters, but at the time the subject of logging was already very political so the people wanted to stay away from it. The apathy was even stronger as in Poland protecting the environment is considered "leftist" and not everyone wants to be labelled as such. In this context, the campaign's main objective was to depolarise the subject and provide a neutral space for people to get involved, to educate themselves about the situation, and to feel inspired to voice their concerns about the future of the Bialowieza Forest. Strategy We focused on the gamers because more often than not, they are young and not politically involved yet, so their voice would be clearly heard. The online petitions in Poland can signed by people as young as 13 years old. It’s estimated that the gaming community in Poland amounts to approx. 8 million people of which approx. 800 thousand play Minecraft on a daily basis. Many more people watch the other people play - on Twitch and on Youtube. Those young people, even though they have limited power now, in just few years will be voting in the elections, and educating them about environmentalism this way and this early will impact their future choices positively. Our media strategy focused on creating amazing Minecraft content, gaming-world celebrities endorsement, mix of Twitch / Youtube / Facebook / Blogs executions and creative activations provoking media’s coverage time and time again. Relevancy The Greenpeace is a highly polarising brand by default. However, it is also very youthful and very inclusive. Our campaign made the brand look more friendly, less politically oriented and more fun. There is one brand here - the Bialowieza Forest itself. It’s a UNESCO protected site of the same importance as the Yellowstone Park or the Great Barrier Reef. What makes it different is its lack of global awareness on the pop cultural level. But people know about the Yellowstone not from schools, but from… the cartoon about Yogi Bear. We did the same but in different media. Outcome We estimate the campaign reach over 100 million people worldwide The campaign helped reach the 170 000 signatures under petition to increase the size of the National Park Thanks to massive effort of ordinary people, NGO campaigners, media and our campaign, the Minister of Environment, responsible for green-lighting the logging, was dismissed and the logging itself has been suspended. Execution The campaign launched on 27/06/17 and went on for 3 weeks, however the map still lives on. We launched it with three tactical executions: - online video made on our Minecraft Map and narrated by Poland's most iconic wildlife documentary film voice artist - a group show of 12 best Polish photographers who exhibited the screenshots from our map as "landscapes from Bialowieza Forest" - gaming influencers Youtube gameplay-videos who created over 6 hours content It was followed by a premiere od 28-minutes-long documentary film about the Bia?owie?a Forest's current situation led by a famous Polish actor. The premiere took place in a cinema theatre and was live-streamed on Facebook. In the end, we hosted a Twitch live-event where we had shown our map with all the trees, but one, logged down (#1 twitch event in Poland, #4 in Europe). The game's producer - Microsoft - endorsed the campaign globally. CampaignDescription We turned the Bialowieza Forest into an irresistible piece of Minecraft content - a 1:1 scale, accurate digital back-up copy of the entire, 700 square kilometres large Polish side of the forest, open to public for exploration. The map was a way attract as many young people as possible in order to introduce them to the problem of logging, free of politics but full of fun. It became a hit almost instantly, and just when it was praised all over, we replaced it with a new version where all of the 7 million trees except for - The Last Tree Standing - was cut down. The simulation of feeling of loss proved enough to propel the audience towards voicing their concern.

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致最后一棵树 | To The Last Tree Standing

暂无简介