Corporate - "Used Batteries"

McCann Italy

McCann Italy Milan, Italy

Awards

7518

This ad is part of the ACT Responsible Collection

Brand: Corporate
Country: Italy

Advertiser: Marevivo

Title	Used Batteries
Agency	McCann Italy
Campaign	Used Batteries
Advertiser	Marevivo
Brand	Corporate
Date of First Broadcast/Publication	2010 / 9
Business Sector	Institutional/Public Interest/Non-Profit Org.
Philosophy	A young man walks along a little seaport's dock. He looks round cautiously: nobody should see what he's going to do. The man looks troubled and deeply scared, while he moves forward the sea, carrying an heavy object we can't distinguish. He stoops and starts knotting a long rope, then he tightens a loop around his neck. Now we know why he's so concerned. He's going to commit suicide. When he stands up and takes the last step forward, we also see where the rope is fastened. The heavy object, we couldn't distinguish before, is a used battery. A powerful scene shows the battery splashing down while the sea seems to painfully yell. Because, as we can read, "poisoning the sea is killing the whole planet".
Problem	The Earth will follow a lethal destiny, unless we start listening to the sea. While we ask people to support Marevivo in recovering used batteries from Italian harbors, we also launch a bigger topic: poisoning the sea is killing the whole planet. Including human beings. In other words, poisoning the sea is actually a suicide.
Result	Sea is screaming. Everybody has to answer. Everyone can help, changing his everyday habits or, even better, his mind. That's why Marevivo's tv campaign starts from a specific issue to reach a larger, universal statement.
Media Type	Television
Executive Producer	Diego Panadisi
Photography / Illustration	Agostino Vertucci
Director	Fabio Cimino
Art Director	Alessandro Amaro
Copywriter	Teresa De Bello
Executive Creative Director	Marco Carnevale
Production Company	Whyworry Production
Other	Roberto Rinaldi
Other	Luigi Trupia
Color correction	Luca Parma
Other	Daniele Cobianchi
Other	Michèle Blasi
Other	Alessio Petetti
Other	thinkaboutlab
Sound Design Company	Suoni