The Problem
Our oceans are responsible for more than half of the oxygen we breathe. That's more than every second breath we take. They are home to million of species of life. But the oceans are not doing well, they are suffocating in plastic. The NGO OceanCare works to protect the oceans and their inhabitants. But fundraising has become increasingly difficult. So how can we create awareness for this important topic and raise donations at the same time?
The Insight
Many parents use "white noise" sounds as a sleep aid for their babies. The sounds reminds babies of the time in their mother's womb. The bubbling and swooshing of the ocean sounds very similar to these sounds. And this led us to a clever idea.
The IDEA
We created a sleep song called "Dream the Ocean clean" composed of soothing ocean sounds and gentle piano sounds by world's famous artist Ólafur Arnalds and award-winning film composer Trio Diego Baldenweg with Nora Baldenweg & Lionel Baldenweg.
The song not only ensures more sleep for new parents, but also that the oceans are protected - because the artist's fee for each stream is invested directly in projects to protect the world's oceans. And in order to collect donations as successfully as possible, the track is composed in such a way that it can be played in an endless loop without interruption.
Streams around 500k
Sleep song on Spotify: https://open.spotify.com/track/5P73Lx7iE4bV8nkNy25A3P?si=6f6300c88d6a4313
Campaign url: https://www.dreamtheoceanclean.com/en
The idea won first price in Meta's Creative Competition and received 25k free media spend as a reward on Instagram and Facebook. This way we were running a social media campaign with 36 video assets in total of three languages.
The film for the campaign:
The song not only ensures more sleep for new parents, but also that the oceans are protected - because the artist's fee for each stream is invested directly in projects to protect the world's oceans. And in order to collect donations as successfully as possible, the track is composed in such a way that it can be played in an endless loop without interruption.
Streams around 500k
Sleep song on Spotify: https://open.spotify.com/track/5P73Lx7iE4bV8nkNy25A3P?si=6f6300c88d6a4313
Campaign url: https://www.dreamtheoceanclean.com/en
The idea won first price in Meta's Creative Competition and received 25k free media spend as a reward on Instagram and Facebook. This way we were running a social media campaign with 36 video assets in total of three languages.
The film for the campaign:
Credits
OceanCare:
Fabienne McLellan
Margarete Neuenschwander
Hanna Schlegl
Fabienne McLellan
Margarete Neuenschwander
Hanna Schlegl
Chief Creative Officer:
Philipp Skrabal
Philipp Skrabal
Creative Direction:
Hanja Heuss, Jan Walser
Hanja Heuss, Jan Walser
Text:
Ennio Cadau
Ennio Cadau
Animation & Graphics:
Aleksandar Sofranac
Aleksandar Sofranac
Project Management:
Petra Moser
Colmar von der Golz
Petra Moser
Colmar von der Golz
Director:
Joel Cartier
Joel Cartier
Musik:
Great Garbo
Ólafur Arnalds
Great Garbo
Ólafur Arnalds
Sound:
JingleJungle
JingleJungle
Web Development:
Swiss Development
Swiss Development