A Cannes Lions Jury Presents: The Art of Branded Entertainment by Pereira PJ

Author:Pereira, PJ
Language: eng
Format: epub
Publisher: Peter Owen Publishers
Published: 2018-03-05T16:00:00+00:00

Why me?

Arun Gandhi, grandson of India’s legendary leader Mahatma Gandhi, has a strong relationship with anger. He grew up in South Africa under apartheid, being beaten and bullied. However, he was taught to use anger as the fuel for change. He quotes his grandfather:

We should not be ashamed of anger. It’s a very good and a very powerful thing that motivates us. But what we need to be ashamed of is the way we abuse it.2

When anger, irritation and frustration becomes a medium rather than a crutch or something dangerous, beautiful things can happen.

Now imagine your name is Katrina, Andrew or Irma. One day you wake up and read the news about how you or something with your name decided to destroy the planet.

Enraging, right?

That insight helped Barton F. Graf 9000 and the activist group 350 Action find a spot for themselves in culture in a rather hilarious way. In the Climate Name Change campaign the idea was to ask the World Meteorological Organization to rename storms and hurricanes after politicians obstructing the climate change agenda. To illustrate how this would work, they put together some fake news stories about these storms: ‘Senator Marco Rubio is expected to pound the Eastern seaboard sometime tonight’; ‘If you value your life, please seek shelter from Michele Bachman’; ‘We’ve been here two days because of Congressman Paul Ryan. I have friends who are still out there. It’s scary, because I have no idea what Paul Ryan could be doing to them right now.’3

In the end they couldn’t get any storm renamed, but the thought of seeing Hurricane Andrew being called Hurricane Marco Rubio made our days a bit lighter and the climate-change doubters’ a little more annoying – which, in the current state of the world, already counts as a partial win. The movement gathered 2.7 million YouTube views, 356,000 unique visitors to the site, 184 million earned media impressions with $0 spent on media, and although no hurricane was renamed it brought a level of attention the organization had never had before.

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