Interesting concept. The execution is almost there but you can’t argue with the result.s
Incredibly smart and attention grabbing idea. WWF played their card right during a football match. They digitally “hijacked” an international match of the Brazilian Women’s National team, executing a progressive visual transformation of the pitch from green to brown, and paying off the message at the end of the game with an explanation of the take-over and the link back to the WWF website. The visits to the WWF website increased by 73% after the game, and even if the case-study video doesn’t mention it, I’m sure the social media effect has also been quite impressive. Agency is Grey 141 Brasil.
Imagine a scene. Something penetrated with light yet as if seen through a gossamer-covered lens. Psychologically things might get quite dark but there’s always the light. You’re in a country home at the very end of summer. Everyone in the house is costumed in white linens and sheer cottons—this may be a hundred years ago, this may be last August. The period details are vague and out of focus but the feeling is specific. It’s about 5pm and the sun is still warm but not blistering—it’s unlikely you will break a sweat. The wind gently whispers through the tall grass and you’re not quite sure where your shoes are but it’s no matter. You open the screen door and step out onto the porch, gazing at the large field that proceeds the house. And then slowly—melancholic but not mournful—you begin to walk.