What do Liam Neeson, a llama, a legendary filmmaker, a top ad man, SAWA and NCM have in common? They’re all working with the United Nations on the world’s first global cinema campaign!
NCM was once again on the scene in France at the Cannes International Festival of Creativity to check out the best in advertising, and as a member of the SAWA, Global Cinema Advertising Association, we are always front and center at the annual SAWA seminar showcasing the power and uniqueness of Cinema as an advertising medium. But this year was special, as marketers from around the world gathered in The Grand Audi at the Palais de Festivale for a sneak preview of Project Everyone, #WEHAVEAPLAN.
Created by legendary filmmaker, campaigner and humanitarian Richard Curtis (Love Actually, Four Weddings and a Funeral, Bridget Jones, Comic Relief, Live8 and Make Poverty History) along with legendary ad man and Bartle Bogle Hegarty (BBH) Founder, Sir John Hegarty, the campaign will share the United Nations’ Global Goals for Sustainable Development to end extreme poverty and tackle climate change for everyone by 2030. Project Everyone aims to use the power of cinema to share these goals with more than 7 billion people in 7 days, beginning on September 25, 2015. This marks the first-ever global cinema ad campaign, with over 30 countries expected to participate in #WEHAVEAPLAN.
Richard Curtis said, “2015 is an incredibly important year for everyone. All 193 world leaders are coming together to set out the new Global Goals — a “to do list” for the people and the planet, to end extreme poverty, to fight injustice and inequality and to defeat the threats of climate change. Project Everyone has a big vision for getting the plan to everyone in the world — and that big vision needs a big screen.”
Sir John Hegarty added, “Getting such an important message out around the world is a difficult brief and so global cinema is the perfect medium. I have had a life-long love of cinema and I have always believed that a big idea needs a big screen.”
Curtis and Hegarty spoke with Cannes Lions TV about the project last week, and also created a behind-the-scenes look at the development of this groundbreaking cinema campaign:
NCM looks forward to being a part of this history-making cinema advertising event here in the U.S., so be on the lookout for more details to come in September!