Because we are All Connected
Celyn
http://www.ogilvy.com/http://www.worldwildlife.org/
This ad starts out with a Panda standing in the center of a light blue screen. A Narrator's voice begins saying, "For this little panda to be happy, the tree has to be happy." As he says this, music begins playing that almost sounds as though it should be in an amusement park. In addition, a wheel of colors begins to spread out from underneath the panda as it is moved off screen eating some bamboo. As the narrator mentions the tree, the tree pops up from the ground, with a colorful smiley face on it. This sets the stage for a very light hearted advertisement. The narrator continues, saying, "For the Tree to be happy, the air it breaths has to be happy." As the narrator mentions the air, one sees hills, trees, and clouds with faces blowing air onto the scenery below it. He continues, "If the air it breathes is happy, the climate is happy," which spawns a smiling sun and storm cloud. He then says, "If the climate is happy, then nature is happy." From there, a lighthouse and water with fish springs up from the still growing ring of colors. Finally, the narrator says, "And if nature is happy, people, the way they live and work, and the panda are all happy; but a happy future, is a serious business." As he says all of this, people spring up from the color wheel, and the color wheel finally completes itself, and we see the people standing bedside the panda holding hands.
The scene then zooms out to show the entire wheel, all of its vibrant cartoon scenery still moving and in action. The color wheel circles around the WWF logo. The narrator then finishes by saying, "We work in partnership with governments, corporations, and communities to secure that future; because we're all connected, and that's WWF's business." This statement of how everything is interconnected is a wide reaching one. Governments, corporations, and communities are mentioned. In other words, WWF is working with everything from small towns to entire nations to help make the world better for everyone. This line of thinking means that nobody in their right mind should be against what the WWF stands for. Naturally, there are plenty of people who disagree with the WWF, but the advertisement puts that idea into one's mind.
The color wheel reminds me of the circle of life that is so integral to stories like the Lion King, and how everyone relies on another. Everything in the animation is very simple. This is important because of how quickly the wheel moves. Nothing remains on screen for more than a few seconds, and everything is constantly moving, so being able to quickly process what is on the screen is important, much in the same way it is important to be able to read billboards as you drive past them on highways.
In terms of color usage, note that the color wheel does not stick to a certain palette, but rather it goes through almost every shade of every color one can think of. The colors do not always remain bright and sunny, but there is never a color combination on the wheel that darkens the mood. Instead, it it almost like watching a rainbow with all the colors mixed randomly together. The background remains blue throughout, almost as if to represent a clear sky.
This entire advertisement is a great way of reaching a wide audience. Families with children will be swayed by the cartoon style of it, because the whole thing looks like it could be a commercial for a kid's program on TV or a child's story book. Adults can also understand the seriousness of the situation, without treading into negative feelings. Instead, it shows what a bright and happy place the world could be and that the WWF is trying to accomplish that.
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