Young Lions Cannes 2008 - Gold

Young Lions Cannes 2008 - Gold

(http://www.updatersarea3.com/ ) Ariel Abramovici, Copywriter, BBDO Argentina
Bruno Acanfora, Art Director, BBDO Argentina




The Brief
MTV Switch is a climate change campaign launched by MTV Networks International in 2007. The campaign aims to inform, entertain and encourage climate conscious behaviour amongst global youth. It is a multi-screen campaign (TV, mobile and web), but a key objective is that all content drives traffic to www.mtvswitch.org. At the MTV Switch site people will be able to find out more about how they can make positive changes to their lifestyles in ways that make it cool to be green. Promote the idea that it's cooler to have a low impact on the world around us - it's not necessary to consume to have fun. Concepts should focus on stories and actions - NOT an explicit environmental message. There are enough climate change campaigns to send the message that people need to stop certain behaviours, the goal of this campaign is to show them what they should do instead.