Just a few weeks ago, New York City was a flurry of activity as 193 world leaders descended on the city to adopt the United Nation’s Global Goals, a series of 17 ambitious targets to end poverty, fight inequality and injustice and tackle climate change.
The cinema advertising industry rallied around the goals as NCM joined with partners in over 30 countries around the world to present the world’s first global cinema campaign on the big screen.
As we announced back in July, NCM is proud to be working together with SAWA, the Global Cinema Advertising Association, and other U.S.-based Cinema Ad Council (CAC) members on Project Everyone to tell the world about the United Nations Global Goals initiative.
Project Everyone was founded by Richard Curtis, filmmaker and founder of Comic Relief, with the aim of sharing the Global Goals with 7 billion people in 7 days. His belief is that the more famous these Global Goals are, and the more widely they are understood by everyone — the more politicians will take them seriously, finance them properly, refer to them frequently and make them work. As he told Adweek, “I’m hoping that people will see the ad, remember it, talk about it, share it.”
The first-ever global cinema spot features the voices of Liam Neeson and Michelle Rodriguez, world-class animation from Aardman, creative lead by legendary ad man Sir John Hegarty of BBH London, and a soundtrack written and produced by Peter Gabriel. The ad has been mixed in DOLBY 5.1 and DOLBY ATMOS immersive sound technology specifically for movie theaters and mastered and distributed globally by UNIQUE DIGITAL. The spot was exclusive to cinema for the first week, but we’re thrilled to now be able to share it online:
“Cinema has so many powerful storytelling capabilities, and to think that the UN chose our medium to most profoundly share their Global Goals with the same: 60 creative spot in movie theatres around the world speaks volumes about the engagement and emotional connection of our 50 foot screens,” notes Cliff Marks, president of sales and marketing with National CineMedia (NCM). “Today’s millennial audiences truly want to help change the world, and the best place to reach them with this important message is at the movies.”
The spot premiered in New York City on September 24th at the AMC Empire 25, on the eve of the Global Goals presentation at the United Nations on September 25th. Richard Curtis, Sir John Hegarty, Emma Freud, Heather Wright from Aardman animations and Aaron Sherinian from the United Nations all spoke, and many advertising industry luminaries including our own NCM team were in attendance.