dadasd 

venturethree

Core disciplines: Brand strategy, Branding / design, Customer experience

 

 

THE UN & THE GREAT GREEN WALL

CHANGING THE FACE OF A CONTINENT

The Great Green Wall is a breath of fresh air – a UN initiative to plant an 8,000km wall of trees stretching across Africa to stop the advancing Sahara Desert from destroying the lives of 100 million people living on the frontline of climate change. Fundraising is the lifeblood of the project.

We were asked to capture the attention of leading global investors, corporations and governments and turn that attention into action.

 

The story of the Great Green Wall from venturethree on Vimeo.

 

 

THINKING

We gathered insights and found a shared narrative between the many, diverse groups of stakeholders was missing. To galvanise people internally and externally and to overcome what is termed in development communities as ‘Africa fatigue’, we needed to find a powerful and unifying purpose.

The Great Green Wall isn’t another development project, it is a mammoth human endeavour, a symbol of our collective ability to (literally) change the world for the better. It is a symbol of hope.

‘Growing a world wonder’ is the idea – bold and yet grounded enough to engage and inspire audiences with action.

 

 

 

REALISING THE IDEA

To embed this new purpose, we create a bright visual language, a fresh voice in the sometimes worn-out landscape of development and the environment.

To make The Great Green Wall real for communities on the ground and potential fundraisers observing at a distance, we created a 360 VR experience hosted in an immersive, branded environment. The experience told intimate stories of the people living there on a grand scale.

To raise awareness and engender commitment, we plan a series of communications and activations, including digital, partnerships with Kew Gardens and London College of Communications.

 

IMPACT

The brand and 360 video experience debuted at COP21, the United Nations Climate Change Conference in Paris, to world leaders and key decision makers in development.

$4 billion pledged to nations and NGOs

Advocacy support from the African Union and World Bank 

Global press coverage including The Economist, The New York Times and Reuters

China's President watches the VR film

 

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