A new campaign from FCB Cape Town for the Amarula Trust aims to decrease demand for elephant ivory through education.
The “Don’t Let Them Disappear” campaign aims to spread the message that every ivory product bought and sold on the black market means another elephant lost to poaching.
The campaign is led by a powerful online film titled Ivory Tracker, demonstrating that ordinary, well-meaning people unwittingly perpetuate the killing–every 15 minutes–of another African elephant for its ivory.
The film tells the story of a tracker as he follows the trail of poached ivory from a dead bull elephant, across the plains of Africa, the shipyards of Nairobi, the backstreets of Hong Kong and all the way to an upscale apartment in New York City.
It finally climaxes to one provocative message: “Ivory poaching stops with you.”
Ivory Tracker was directed by Felix Seuffert of Butterfly Films.
According to FCB Cape Town ECD Mike Barnwell, the plight of African elephants has always been an integral part of the Amarula cream liquer story. After all, the marula fruit used to create it only grows in one place on earth–the untamed African plains, side-by-side with majestic herds of these gentle giants, he said.
Credits
Client The Amarula Trust Agency FCB Cape Town Mike Barnwell, executive creative director; Aaron Harris, creative director; Alistair Morgan, copywriter; Dylan Davies, art director; Ashleigh Jarrett, producer. Production Butterfly Films Felix Seuffert, director; Anna Telford, Michael Klein, producers. Editorial Richard Starkey, editor.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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