Terra!

MARIO VAGLIO'S

art director workbook

Curriculum Vitae

CONTACTS

OPERATION TERRA VS PIGNA

BRIEF: Terra, a radical environmentalist association, asked us to create an unconventional campaign for found raising and engage a wide audience in their battle against “Pigna” papermill guilty to use raw materials from Indonesian forests, thus contributing to the deforestation of a tropical zone of high environmental interest.

SOLUTION: Emphasize the role that trees play in relation to our wellbeing on the planet and how much paper produced with raw materials coming from devastated forests is lethal to humans has been the creative heart of the project developed for “Terra”. We have created a series of actions divided in two different steps: the first consisted of an idea of ambient media, using oxygen masks - used in emergency situations on board aircraft - hanging from the trees of public parks in Rome, we wanted to convey the commitment of “Terra” to preserve the trees - as an essential element for the replacement of oxygen - and ask for a donation on their behalf.

The other side has proposed the creation of a series of viral videos that show, through overturning the results of its normal use, the card can hurt. At the end of the video link referred to a bloody in appearance through which exercise a mailbombing against “Pigna” papermill.

RESULTS: The cut of 75% in 2010 (and then even wider in next years) by the Italian Government about public funding in support of nonprofits, unfortunately, has totally locked “Terra” by investing in this project.

CREDITS:

Agency - Arsenale 23

Client - Terra Onlus

Copywriter - Mariella Leone

Art director - Mario Vaglio

TRANSLATION

Deforestation is a disaster also for you. Restoring breath to our planet, go on www.terraonlus.it and sustain with a donation our fight against the Italian companies such as PIGNA who exploit illegal cutting of Indonesian forests and against the criminal policies of APP paper.

SCRIPT VIRAL 1

In office two desk neighbors are talking. A third colleague, complaining about the noise, invites them to be silent then annoyed he get up and leaves. The two, amused by the affair, they deci annoyed nice ambush and began to crumple sheets of paper torn from their blocknotes. Return to the unsuspecting colleague is greeted by a shower of balls of paper and falls to the ground bleeding. The two jokers run away in disbelief and awe.

Super: HOW BAD CAN MAKE A SHEET OF PAPER? In Indonesia, the paper APP is destroying one of the last green lungs of the earth and the life of all men and the animals that live there. Go to the site www.lacartacheuccide.com and ask Italian companies as PIGNA not to purchase paper or pulp from APP.

SCRIPT VIRAL 2

A young high school student is sitting at the desk in his room struggling with the traslation of a latin passage. His sister enters and start disturbing him. The boy tries to ignore she but the girl insists. So, grabbed the exercise book he was writing on the traslation and he strikes she. The girl falls dead on the floor in a bloody pool and the boy, after a moment of disbelief, tries in vain to revive her.

Super: HOW BAD CAN MAKE A SHEET OF PAPER? In Indonesia, the paper APP is destroying one of the last green lungs of the earth and the life of all men and the animals that live there. Go to the site www.lacartacheuccide.com and ask Italian companies as PIGNA not to purchase paper or pulp from APP.

SCRIPT VIRAL 3

In class the history teacher is explaining a boring chapter. The class is distracted: someone takes a nap, someone enamel her nail, someone talk and someone rolls a joint. A group of boys, to kill time throws balls of paper using the pen as a blowgun. The classmates begin to collapse, wounded and bleeding, on the benches. The teacher did not have time to notice it while she was hit in the eye.

Super: HOW BAD CAN MAKE A SHEET OF PAPER? In Indonesia, the paper APP is destroying one of the last green lungs of the earth and the life of all men and the animals that live there. Go to the site www.lacartacheuccide.com and ask Italian companies as PIGNA not to purchase paper or pulp from APP.

TRASLATION

Every time you write on a PIGNA’s sheet of paper, you get dirty his hands with blood. Tell your friends and ask for Italian companies as PIGNA not to purchase paper or pulp from APP.