The Government of Ontario’s Ministry of the Environment and Climate Change has taken a different tack to get people thinking about climate change- changing the conversation from melting ice caps to saving the pizza, man caves, fishing and wine.
The aim of the campaign, by Toronto-based agency Bensimon Byrne was to hyper personalise the impacts of climate change on the people of Ontario.
Agency partner and executive creative director Joseph Bonnici told fastcocreate: “For many years, people have seen the dire predictions of rising sea levels, melting snowcaps, superstorms, forest fires, drought, and famine. The enormity of the problem and the enormity of what we need to do as individuals can be overwhelming. And not very personal. Hyper-personalising it makes it much more real.
“It is also a tone people haven’t seen before when trying to make sense of this problem. Ninety-nine percent of climate change work relies on scaring people to make a difference. We just don’t believe that’s the way to create true change and emotionally connect with people. When people see themselves in work and see a positive way to make an impact, it becomes much more real. You’ll also notice that we used a wide range of people in these. Everyone from kids to seniors because as the campaign says, ‘climate change changes everything.’ No one will be immune to losing something they love if they don’t act.”
ADVERTISER: Government of Ontario’s Ministry of the Environment and Climate Change
CREATIVE DIRECTOR: David Rosenberg / Joseph Bonnici
COPYWRITER: Matt Doran
ART DIRECTOR: Chris Brown
STRATEGIST: Celina Bussiere
GROUP ACCOUNT DIRECTOR: Jill Engelman
PRODUCER: Michelle Pilling / Meghan Cheesbrough
CREATIVE AGENCY: Bensimon Byrne
PROJECT MANAGER: Christian Edejer
BUSINESS LEAD: Afton Franklin
MUSIC AND SOUND
CREATIVE DIRECTOR: Drew Frohmann
AUDIO POST PRODUCTION: TA2
SOUND ENGINEER: Dave Clarke
EDITOR: Paul Skinner
EDIT COMPANY: Married to Giants
POST PRODUCTION / VFX
COLOURIST: Connor Fisher
POST PRODUCTION HOUSE: Alter Ego, Wingman