We are all in this together
Pan-European integrated campaign
Agency Ogilvy Brussels
Role Concept + art direction + design
After a decade dedicated to Climate Change, the European Commission needed to explain Biodiversity to the citizens of the 27 nations of the European Union. The task was to create an EU campaign connecting emotionally with people and inspiring them to understand they are a small part of something much bigger. We established the concept "We are all in this together" and found a simple narrative that transcended borders easily.
Case study film
The campaign's activation phase was launched simultaneously in different European capitals with a viral film, public stunts and live events – all using crime-scene style chalk silhouettes to raise awareness of endangered species across Europe.
The campaign unfolded across print, TV, OOH, online and social, inviting people to "connect" on weareallinthistogether.eu – the dedicated EU for biodiversity hub. Below are illustrations of the principle and a selection of some of the OOH and print executions.
As part of the social execution, people could instantly “connect” to millions of species by friending one of the hero creatures – through whose profiles you could choose to further support.
