The Ontario Ministry of Environment and Climate Change and GREY Canada have partnered to launch an eye-opening, thought-provoking new campaign in which real Ontario children were tasked with solving the issues of climate change on their own. The campaign, “Let’s not leave it for our kids to figure out”, aims to open parents eyes to the harsh fact that inaction on climate change today in effect simply hands the problem down to their children to solve tomorrow.
All of the campaign components – including film for cinema & TV, out of home, social content and child-created user-generated content – was captured and created during a one-day event and workshop at the Ontario Science Centre, in which hundreds of real Ontario students between the ages of 6 and 11 met with leading Environmentalist David Suzuki. Once there, they were literally tasked with solving climate change on their own, then asked to present these climate change solutions in the form of drawings and written statements—all in an effort to motivate adults and parents to do more, and to inspire them to get involved with the Ontario Government’s 5-Year Climate Change Action Plan.
“Putting the solution and storytelling in the hands of the children was an exciting challenge,” said Patrick Scissons, Chief Creative Officer at GREY Canada. “Creating such a diverse amount of campaign content in less than 8 hours was a total team effort across the board.”
The campaign includes one 60-second and 30-second film, in which David Suzuki speaks to 200+ children about the realities of climate change, before tasking them with solving it on their own. As well as another 30-second film and an assortment of short but impactful online videos in which the children then present their actual climate change solutions directly to camera.
The robust, multi-platform campaign will run on television, in cinemas, in out of home, and will have a significant online presence. All media planning and placement was handled by PhD Canada.
About GREY Canada
GREY Canada is an office of GREY, the advertising network of GREY Group. GREY Group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “Famously Effective Since 1917,” the agency serves a roster of blue-chip clients of many of the world’s best-known companies including Post Foods, GSK, Volvo, P&G and Brown-Forman as well as working with leading not-for-profits including Moms Demand Action for Gun Sense and Ovarian Cancer Canada. GREY Canada was a 9 Lion winner at Cannes last summer and just received the North American GRAND EFFIE for effectiveness in advertising. (www.GREYcanada.com)
Agency: GREY Canada
Chief Creative Officer: Patrick Scissons
Creative Director: Joel Arbez
Art Director: Oliver Brooks
Writer: Mike Richardson
Account Service: Paul Curtin, Kelly Ko, Lindsay Proudfoot
Producers: Sam Benson, Dena Thompson
Print Producer: Elizabeth Macaulay
Digital Producer: Jaan Yew Woon
Production Company: Spy Films
Director: Tamir Moscovici
Editorial: Saints Editorial
Editor – Let Them Figure it Out – Danica Pardo
Editor – Kids Talk Climate Change – Melanie Hider
Post Production: Alter Ego