The brief:

Communicate the worldwide launch of “Racing Extinction” documentary film by Louie Psihoyos, in 202 countries in the World, December 2nd 2016, on Discovery Channel.

Situation:

The documentary film talks about the danger of animals mass extinction, caused by pollution, animals’ trade and not-sustainable food choices .

An environmental disaster that could bring half the animal species to become extinct by 2050. This means that in the future many children wouldn’t be able to see or know several animals.

Objective:

A simple but impactful idea to push adults to reflect on this environmental disaster and adopt different choices to save nature .

We created a new version of the song "Noah's Ark" in collaboration with the Italian singer Patty Pravo, famous for her environmental battles, who participated for free due to the campaign’s social message and with the children of the “Piccolo Coro dell' Ambrosiano” in Milan. We shot the video that became the documentary promo on the channel and on Discovery Channel social page.