THE DEFORESTATION BEAT

Creative idea

Romania has the last remaining virgin forests in Europe. But not for long. 10.000 square meters of virgin forest disappears every hour. This means a tree gets cut down every 1,2 seconds. Virgin Radio Romania wants to activate its young listeners to take action. We turned the statistic into a beat that repeats every 1.2 seconds and gave it to top artists who remixed their songs to it. People could Shazam the Deforestation Beat remixes and donate to get involved.

Brand name: VIRGIN RADIO
Advertiser / client: VIRGIN RADIO ROMANIA
Product / service: RADIO STATION
Campaign name: THE DEFORESTATION BEAT
Agency network: MCCANN WORLDGROUP
Agency: MCCANN BUCHAREST
Additional company: UM ROMANIA
Web address: https://virginradio.ro/deforestationbeat/
Executive creative director: Catalin Dobre
Art director: Lia Bira
Copywriter: Alexandru Vasile, Irina Popp
Account director (agency): Raluca Fundeanu
Client account director: Alina Vasile
Media director: Victor Croitoru
Senior planner: Sandina Crisiarcu
Pr director: Carmen Bistrian, Corina Nica
Agency producer: Tiberiu Munteanu
Additional company: Amalia Jakab Wwf Romania - Adriana Trocea, Alexandra Dumitrescu, Alina Florescu, Stefan Vasutiu