The speech
Ensuring leaders knew the world was watching
The Speech campaign film was created ahead of - and launched at - the UN’s Convention on Biological Diversity Conference (COP15) which took place in Montreal in December 2022.
The purpose of the film was to make the government officials attending COP15 feel the weight of the world on their shoulders by driving home the clear message that the world was watching their actions in Montreal.
This was supported by a suite of impactful and direct social assets which drove the message home in a variety of ways.
Making it unmissable
A combination of coordinated media, partner, paid, and out-of-home activity made the campaign video unmissable upon launch.
The film was shared by over 600 high-priority social accounts - incl. those belonging to international NGOs, media outlets, and UN bodies - and featured on screens at the conference venue itself.
Attendees were also specifically targeted through advanced geo-targetted ads on Twitter.
The key results
individuals reached within 7 days of launch
32M
official accounts shared the film incl. the UN.
600+
increase on avg. engagement rate
200%
#1
performing film for WWF in 2022