Project Extraordinary making sustainability sexy

Project Extraordinary – the first global programme that empowers brands to make sustainability sexy – will announce the winner of its short-form video competition next month.

The first award from the Extraordinary Awards, a global competition for the advertising and creative industry to use their creative powers for good, is for Best Visual Concept.

The challenge invites creative minds globally to develop a short-form video concept that demonstrates how sustainability is desirable, and sexy, to encourage one billion consumers globally to make more than 50% of their purchases based on sustainability as one of the top three decision triggers by 2020.

The winning film will be premiered at the Cannes Lions film festival in June.

Project Extraordinary was set up earlier this year. It is a collaboration between WiLD Studios (the short-film division of award winning international documentary filmmakers NHNZ), and WWF New Zealand.

It aims to give sustainability an irresistible appeal among consumers globally. With experts estimating only one percent of the materials used to produce consumer goods are still in use six months after sale, there is an urgent need to shift consumer attitudes and make sustainability a priority choice for people everywhere.
WiLD Studios Executive Producer, Carolyn Managh, said: “This is a history-making opportunity for a creative agency. To go beyond the documentary format typically applied to this topic and find a sexy and relevant way to reinvent the way sustainability is pitched to global consumers is clearly no small feat. This is why we’ve opened the challenge up to the best creative minds around the world.”

The Project Extraordinary competition will see one creative agency potentially make history. Director General WWF, Marco Lambertini added: “We know what we need to do; the science is there. The challenge is to make sustainability of our planet desirable. Inspirational. Let’s get personal and real. We need to stop talking in generalities and show every consumer in every corner of the globe exactly how they can be part of the solution.”

Project Extraordinary

Rosa Medea is Life & Soul Magazine’s Chief @rosamedea

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