WWF and UN challenges creative agencies in Project Extraordinary sustainability competition

The World Wildlife Fund and the United Nations have opened a challenge for creative agencies with the Project Extraordinary competition offering a trip to the Cannes Lions for the campaign that makes sustainability most appealing to consumers.

The announcement;


The deadline to make sustainability sexy is fast approaching.

WWF and the UN are challenging creative agencies to enter Project Extraordinary – a global call out for agencies around the world to give sustainability an irresistible appeal among consumers.

With experts estimating only one percent of the materials used to produce consumer goods are still in use six months after sale, there is an urgent need to shift consumer attitudes now and make sustainability a priority choice forpeople everywhere.

Project Extraordinary is a new competition that could see one Australian creative agency make history at Cannes Lions 2018.

The challenge invites creative minds to develop a short-form video concept that demonstrates how sustainability is desirable, and sexy, to encourage one billion consumers globally to make more than 50% of their purchases based on sustainability as one of the top three decision triggers by 2020.

The competition will be judged by a distinguished jury comprising of the who’s who of conservation and blue-chip brands aligned with the United Nations Sustainable Development Goals. The Winner will be chosen from the three Highly Commended finished films, by the panel members of the ‘How to Make Sustainability Sexy’ forum.

The winning film will premiere at this forum on Tuesday, 19 June, 2018 at Cannes Lions 2018 and be featured at the UN Summit in New York in July.

Chief Marketing Officer for WWF-Australia, Yves Calmette, says: “The challenge is out there to reinvent and reframe the way consumers think – we need them to be making sustainable choices whenever they start shopping – be it their food, clothes, furniture, anything.”

“Currently there is a disconnect between what people believe and how they shop.”

“Up to 70 per cent of the planet’s biodiversity has been lost in the last 50 years, so we really need to act now.”

“Australia has some of the best creative minds, so it would be wonderful to see a local creative agency take the prize and get to showcase their work at Cannes and New York.”

“The urgency is there, both for the planet and for agencies to get their submissions in to win this world-changing competition.”

Director General WWF International, Marco Lambertini says, “We know what we need to do; the science is there. The challenge is to make sustainability of our planet desirable. Inspirational. Let’s get personal and real. We need to stop talking in generalities and show every consumer in every corner of the globe exactly how they can be part of the solution.”

Entries close at 5pm GMT, Thursday 12 April, 2018.

From a WWF media release


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