Wide Eye Media/Pearl & Dean is getting involved with an 8-week International Cinema Advertising Campaign supporting United Nations Development Programme (UNDP).
Co-developed with Global Cinema Advertising Association SAWA, the UNDP campaign is aimed at raising awareness of the climate emergency and spurring broader, urgent action to address it.
In the 60-second cinema ad, Frankie, a computer-generated dinosaur is seen storming into the UN General Assembly, seizing its iconic podium, and urging stunned-looking dignitaries to avoid the dinosaurs’ fate—extinction—by making changes to tackle the climate crisis.
The original film was voiced in 39 languages and features famous actors from around the world, including Jack Black (English), Eiza González (Spanish), Nikolaj Coster-Waldau (Danish), and Aïssa Maïga (French). It has been translated into more than 60 languages. (See UNDP’s “Don’t Choose Extinction” campaign.)
At the red-carpet launch of the film’s cinema release, SAWA and the Global Cinema Medium will be presented the inaugural UNDP “Frankie” Award for Climate Impact. The honor recognizes SAWA and the Cinema Medium around the globe in their efforts to screen the 60-second spot in 30 countries during a two-month campaign.
“While the global cinema ad is entertaining, it addresses issues that could not be more serious,” UNDP Administrator Achim Steiner says. “It urges countries to phase out fossil fuels subsidies, which harm the environment in ways that threaten our very existence.”
“UNDP is deeply grateful to SAWA and the Global Cinema medium for its commitment to climate action and generous support in sharing this film through cinemas in 30 countries around the world.”
Cheryl Wannell, SAWA, CEO says “Gen Z, Millennials and Gen X who are loyal cinema fans, put climate action high on the list for both themselves and the brands they use. They can be a hard demographic to reach yet comprise the core cinema audience.”
For more information about the “Don’t Choose Extinction” advertisement and campaign, and to learn how to get involved in addressing climate change, please visit https://dontchooseextinction.com.