Brief
The Prince's Rainforests Project
HMDG, 2009
Prince Charles wanted to make people aware of the effects of tropical deforestation and pledge their support for the cause to create a movement world leaders can’t ignore. The main objective was to put rainforests on the agenda for the Copenhagen climate conference.
Casefilm
Inspired by fairytales we teamed Prince Charles up with a rainforest frog. The frog became the campaign icon and posed with supporters all over the world in the campaign videos and on posters. News of the Prince and the Frog spread quickly across the globe. Global brands and celebrities helped to spread the campaign too. And our online app allowed people to create and share their own pledge videos with the frog.
“This campaign is odd but charming, a phrase that might also describe the British monarchy for all but convinced republicans”
— Time Magazine
Results
The campaign was mentioned in over 20.000 media outlets, including the BBC, NBC and Time Magazine. Celebrity tweets alone reached over 20 million people. The film has been seen over 5 million times on YouTube and more than 8.000 user generated videos were created on the campaign site. The campaign won a Revolution Award for best use of online PR.