Whybin\TBWA\Tequila, Melbourne tasked to create world’s longest video chain letter for ICAN to mark the 65th anniversary of Hiroshima
Coinciding with the 65th anniversary of the Hiroshima bomb, Whybin\TBWA\Tequila, Melbourne has launched an emotive pro bono campaign for the International Campaign to Abolish Nuclear weapons (ICAN), which will drive worldwide support for the worthwhile cause.
Whybin\TBWA\Tequila’s ‘Millionpleas’ campaign seeks to create theworld’s longest video chain letter driving support on both a local andinternational scale. Following the launch of www.millionpleas.com,the campaign will ask supporters to upload their pleas and share withfriends and family to build support for the cause. All pleas will beedited into a long virtual chain letter, which will act as a petitiondirected to political leaders calling for the total abolishment ofthese weapons.
ICAN is a global grassroots movement for total nuclear disarmamentthrough a legally binding and verifiable Nuclear Weapons Convention.The aim is to inspire political leaders throughout the world tonegotiate a treaty abolishing these weapons of mass destruction, beforethey are used again.
The campaign will launch on TV Friday 6 August, with radio, print,online and below the line activities to roll out nationally.
The creative behind the campaign is simple and will play on theemotional heartstrings of Australians. The TVC was filmed in Hiroshimawith a group of primary school children addressing each of the ninecountries still in possession of nuclear weapons. A Hiroshima bombsurvivor delivers the final words in video – reinforcing the compellingmessage that these weapons are a cause for real danger.
Dimity Hawkins, Campaign Director for ICAN Australia, says they look forward to seeing the results from this campaign: “Today marks the 65th anniversary of the Hiroshima bombing which killedthousands of innocent civilians. We are confident the message willreally resonate with Australians, who have frequently demonstratedtheir compassion in the face of global disasters. We are very gratefulfor the support of Whybin\TBWA\Tequila and are very pleased with thelaunch of www.millionpleas.com.”
“Today, there are estimated to be 23,300 nuclear weapons held by justnine nations, so this campaign provides a much needed voice for theoverwhelming majority of people throughout the globe who supportnuclear abolition.”
Commenting on the campaign, Whybin\TBWA\Tequila chairman/executive creative director Scott Whybin said: “An issue like this goes beyondthe capabilities of an advertising campaign to facilitate action. Itrequires the power of people to create change. It is the most importantthing we have done and ultimately the most important thing anyone cando. We invite everyone to demonstrate their support and be part of themovement for nuclear disarmament.”
The worldwide campaign is supported by Desmund Tutu, Malcolm Fraser and Jodie Williams – Nobel Peace prize Winner.
Credits – all pro-bono:
Production Company: 8 Commercials
Director: Brendan Williams
Producer: Annie Schutt
Creative: Whybin TBWA Australia
Creative: Scott Whybin, Rob Hibbert, Justine Gallagher.
Producer: Lauren Duncan
Account Service: Hazel Tiernan, Steve Wren
Digital: Tequila
Creative Director; Russ Tucker
Producer; Jacob Whitey
Developer; Michael McGylnn
Designer; Jeffrey Mok
Delivery Director; David Cox
Media: PHD
18 Comments
A very ordinary effort. I was bored rigid by the spot, using children to plea the case, because it’s ‘their future’ is as old as the bomb itself.
Please?
C’mon!
Well, Earth Hour did fuck all apart from make a bunch of ad dudes famous at Cannes – so I think the chance of the planet abandoning its nuclear arsenals because of your obvious attempt at metal are quite small.
Please please please leave this naive crap in the 60s where it belongs.
And let’s remember, the attacks on Hiroshima and Nagasaki ENDED history’s bloodiest war. A war that was started and pursued with conventional weapons.
Without the atom bomb, orders of magnitude more deaths would have occurred in the continuing firebombing campaign and an incredibly bloody invasion of the Japanese mainland.
This will seriously bomb at award shows.
What an incredibly irritating ad
it smells a lot like ‘Earth FM’.
good luck and I hope you succeed.
11:22 you seem very ignorant to think an arms race is going to end in anything else but massive debt and eventual war.
Dear,dear,dear,dear,dear.
The usual standards prevail at Whybins it seems.
Yes and they say it’s the most important thing they’ve ever done.
Imagine if the impossible happened and all the world’s nuclear weapons were scrapped on Monday…and then on Tuesday Iran completed the construction of their nuclear arsenal. We all know what the world would be like by Wednesday. By the way, more Japanese were killed by conventional bombing of Japan than in Hiroshima and Nagasaki combined.
if we really want to do something serious as an industry how about doing something for the Vietnamese victims of agent orange which still poisons the food chains and is producing horrific deformities while America totally ignore their responsibilities…it is heartbreaking and horrific the ongoing inheritance these incredible people have to deal with on their own.
Shameless attempt to win metal,when it hasn’t got the proverbial snowballs chance. Imagine having such an opportunity and coming up with this. People there are spending too much time in the Flower Drum.
Wonder how they are going to test this one? Maybe they’ve decided to present the edited chain thingy to each leader on an appointed day when they become so overwhelmed, each says, “OK then.” Wonder if they’ve thought this through? Also, it takes some pretty big advertising egos to fancy themselves as effective political activists. Back to your day jobs boys and girls.
[it smells a lot like ‘Earth FM’.
good luck and I hope you succeed.
11:22 you seem very ignorant to think an arms race is going to end in anything else but massive debt and eventual war.]
And you seem to be ignorant of basic reality. Your hope they succeed? Yeah, and I hope Megan Fox hits on me this afternoon. Same odds. How could this piece of crap succeed at ANYTHING?
You also seem ignorant of the fact that
1) arms races are not restricted to nuclear weapons, so banning the bomb would not end arms races.
2) In over 60 years since the atomic bomb was invented and there hasn’t been a war between nuclear armed states. At all. Most analysts who are not fruitcakes credit the bomb for keeping the cold war cold.
3) Most nuclear armed states seem in no danger of bankruptcy, If the USA has too mcuh debt, it aint down to nukes, but to conventional war. China, Britain, France and Germany appear in no danger at all. North Korea was bankrupt before it started.
In short atomic weapons have demonstratably NOT lead to war and bankruptcy anywhere. It is also a fact that the only time atomic weapons were ever used in anger, they stopped a war that had raged for over 3 1/2 years in a week.
But I am amused that someone who clearly doesn’t know shit about modern history has the temerity to call someone else ignorant.
It can’t be Xmas already…..what’s this turkey doing here?
What a dismal and insincere effort.
HISTORY SMACKDOWN!!!
4.58 owns 12.15.