Buy The World A Hope

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• published: 20 Jun 2015
• views: 4094

How could the biggest brand in the world help save the world? And why. https://www.buytheworldahope.org What if Coca-Cola spent their $3 billion dollar advertising budget on saving the rainforests? Could it help both the brand and the world? Sign our open letter to the CEO and see the planet get happy: www.buytheworldahope.org https://www.facebook.com/buytheworldahope https://www.twitter.com/buytheworldhope https://www.instagram.com/buytheworldahope Hope brings happiness. With mass deforestation and devastating climate change, the future doesn’t seem so happy. But what if one brand could bring back happiness, through hope? This is a public pitch. A radically different approach for one of the biggest brands in the world to leap ahead of the competition, give an entire generation something real to believe in and become a symbol of hope. We believe that there is a potential for Coke to reap bigger sales and marketing rewards through this action than normal advertising, turning passive consumers into active fans all round the world. To lead the charge taking global marketing and capitalism into a new era. The rainforests, just in case we forget: The next 5 years are critical. 80-90% of tropical rainforest systems will be destroyed by 2020. Every year we lose 7.3 million hectares (50 football pitches a minute) of forest. Rainforests regulate the Earth’s climate, storing 1 trillion tonnes of carbon. That is twice the amount than in the atmosphere. Now, 83% of people say they would change what they buy if that brand makes the world a better place. (Edelman Good Purpose Study). In recent years 'Meaningful Brands beat the stock market by 120%' (Havas Media). And 'The Guardian' has even recently claimed that the ultimate missed marketing opportunity: climate change. Meanwhile, Muhtar Kent, Coca-Cola's CEO is quoted, 'unless it is synonymous – business and planet – it doesn't get traction' ('Coca-Cola goes green, Forbes'). Coca-Cola's corporate 2020 vision pledges to 'really refresh the world', 'inspire optimism and happiness' and 'make a difference'. http://assets.coca-colacompany.com/22/b7/ba47681f420fbe7528bc43e3a118/2020_vision.pdf https://www.youtube.com/watch?v=LerdMmWjU_E Now imagine if 'Buy The World a Hope' is the first part of a 5 year 'Good Things Happen' umbrella strategy. Let's revolutionise marketing. The secondary objective of this project is to hopefully make other creatives think and act too: with 450 billion dollars spent globally every year on advertising, what could other brands do? You can see the original Coca-Cola 'hilltop' advert here: youtube.com/watch?v=1VM2eLhvsSM Credits Concept/script/project lead: Gareth Broadbent Animation: Fred Huergo http://www.wizardfingers.com/ Illustration: Sarah Goodreau http://sarahgoodreau.com Storyboard: Good Things and David Schagerstrom Music composition & production: Steve Johnsen & Michiel Zoontjes Compositions: ‘Seventies Love’ and ‘Piano Hope’ Music supervisor: Lukas Nieuwenhuijsen Sound: Sander Houtman, StudioXander Voice Over: Jesse Cooper Levy Website: Good Things & Marco Alting Marketing: Bart Hendrikx & Charla Caponi Marketing assistant: Maria Kryukova Additional concept assistance: Charlotte Newbold Website and Subtitle translations: Kinda Arbach, Marika G, Rui Granjo, Xiao Chen, Maria Kryukova, Annika Morch, Kimm Kroll, David Schagerstrom, Eefje Oostvogel, Johanne Grant Nielsen, Karin Rodes, Peter Lundo Romer, Francesca (at world writers), Stephanie Jungholt, Bao-An Bui. Good Things Good Things is a non-profit agency for good. An extended family of concerned creatives across all fields who join forces to produce campaigns and initiatives that remix the basic ingredients of marketing, consumerism and the zeitgeist into easy to swallow ideas which are good for everyone. We act as a small hub with moonlighting creatives from a number of the most interesting and progressive advertising agencies and production houses. We have all been working for over 14 years in interactive, social, film, motion, animation, virals and real world experiential. Collectively we’ve won a Cannes Gold, a number of FWAs, Vimeo Staff Picks, Webbys, and over 20 Awwwards. We are based in Amsterdam, with members residing in Paris, Italy, Berlin, London, NYC and LA. For us, there is no greater motivation than preventing the end of the world as we know (& love) it. Our online platform is coming soon. Follow or join us at www.letsdogoodthings.org But first, squeeze all the goodness out of your heart, massage it down your arm, and slam that throbbing finger on send like your planet depended on it, www.buytheworldahope.org © 2015. This idea is copyright of Stichting Good Things - a registered non-profit organization in Holland (kvk 63445832)