Pollution, illegal logging and fishing, wild animal trading. Disordely human action can lead to the extinction of species and ecological imbalance. To draw attention to the fragility of the Brazilian fauna in this scenario, Greenpeace launches a special series of advertisements entitled “Handle With Care”. The pieces created by VMLY&R were developed using printing technology with special touch-sensitive paper and are published in Go Outside, the biggest Brazilian adventure, outdoor and lifestyle magazine.
Among the animals that are represented in the advertisements, there are a few endangered Brazilian species. The copy says “Careful. Sensitive to human touch.” And then, it alerts to the fact that human’s advance is one of the main causes of extinction of fauna and flora, guiding people to donate at the institution’s website: https://doe.greenpeace.org.br/doar/p
“The richness of brazilian biodiversity and its preservation are instrumental to the planet’s future. Greenpeace acts on several fronts to curb actions that cause ecological imbalance and the extinction of our fauna. An important pillar of this work is raising public awareness of the cause, and this campaign works exactly in that direction” comments Rodrigo Jesus, spokesperson for Greenpeace Brazil.
“It’s undeniable how sensitive nature is to human touch. That’s exactly what we showed, literally, in this campaign” adds Sleyman Khodor, CCO of VMLY&R.
The agency and the world’s largest environmental preservation NGO are partners in several projects, like Los Santos +3ºC, which showed gamers the effects of a climate crisis IRL. The project was the most awarded Brazilian idea at Cannes, with six lions, two golds.
Credits:
Agency: VMLY&R
Advertiser: Greenpeace
Title: Handle with Caution
Product: Greenpeace
CCO: Khodor Sleyman, Rafael Pitanguy
Executive Creative Director(s): Beto Rogoski
Creative Director(s): Denon Oliveira and Frederico Teixeira
Art Director(s): Luiz Ramon Evangelista
Copywritter: Jessyca Silva
Head of Agency Production: Nicole Godoy
Agency Production Team: Anderson Rocha, Bianca Aguiar and Vivian Moraes
Attendance: Bárbara Sarri de Andrade
PR: Paula Ganem, Gabriel Grunewald and Ana Carolina Cesario
Graphic Production: Lilian Destefani
Illustration and Handmade Design – Pict Estúdio
Production: VMLY&R
Cinematographer: Pict Estúdio
Publisher: Israel Quirino
Post-Production: VMLY&R
Animation: Fernando Yagyu
Music and Sound Company: CANJA Project
& Account Manager: Matheus Peres
Project Management: Ana Flor Bohrer and Flavia Medeiros
Musical Direction: Eduardo
Karas, Lucas Sfair, Filipe Resende
Composer: Eugênio Fim
Sonoplasty: Érica Silva
Audio Production: Bruno Vieira Brixel
