Young Lions Film Competition Brief
Project Name – Together Possible
Key Contacts
Terry Macko
Collin Lawson

Young Lions Competition 2015 - FilmTelephone+1.513.309.2114

The BriefBackgroundFifty years ago, WWF began campaigning in an effort to engage the world to save wildlife. Since then ourorganization has grown and evolved; supported by more than 5 million members globally and operating
programs in more than 100 countries. Today we lead innovative strategies for conservation – fromcommunity-based natural resource management, to developing protected areas, to advocating forclimate policy, and transforming market forces. We have set ambitious conservation goals for the year
2020 built around these strategies and work diligently to achieve them.
Global Challenges
The challenges that we face are immense:
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1 in 9 people on the planet suffers from hunger
90% of the ocean’s fish stocks are overfished or being fished to their limits
In less than two human generations, population sizes of vertebrate species have dropped by half
By 2030 global demand for fresh water is projected to exceed current supply by more than 40%
573 million acres of forest will be gone by 2050 if we do nothing to stop deforestation
The concentration of CO2 in the atmosphere in 2013 was higher than it had been in at least 800
thousand years

Our Solutions
To begin to address these challenges, WWF has focused its work on achieving the following six goals:•••

Climate – Build a climate-resilient and zero-carbon world powered by renewable energy.
(Read more at: www.worldwildlife.org/initiatives/climate)
Food – Freeze the footprint of food, protecting the natural resource base while sustainably
producing enough food to meet the needs of all.
(Read more at: www.worldwildlife.org/initiatives/food)Forests – Conserve the world’s most important forests to sustain nature’s diversity, benefit ourclimate and support human well-being. (Read more
at: www.worldwildlife.org/initiatives/forests)

Cannes Young Lions Project Brief 2015: Film – WWF1

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Fresh Water – Measurably improve the sustainability of freshwater systems in the world’s majorriver basins. (Read more at: www.worldwildlife.org/initiatives/fresh-water)
Oceans – Achieve sustainable fisheries to meet the needs of people and nature and protect
vulnerable marine habitats and species. (Read more
at: www.worldwildlife.org/initiatives/oceans)
Wildlife – Ensure that populations of the most ecologically, economically and culturally
important species are restored and thriving in the wild. (Read more
at: www.worldwildlife.org/initiatives/species)

Audience Insight
While WWF is making progress, lasting solutions to these challenges are bigger than any one person ororganization. We need millions of individuals to step forward and engage in the process, yet the scopeand scale of these challenges feel insurmountable when viewed through the eyes of one individual.
When the whole planet is under threat, people are left feeling helpless as to how they can contributeand skeptical about whether any real difference can be made.
Brand Platform: Together Possible
Progress lies in embracing the fact that we are all connected – understanding that we can’t tackle theplanet’s biggest conservation challenges alone, but together we can. WWF is a convening force thatbrings together individuals, scientists, companies and governments into a community that is committedto taking action to protect the future of life on our planet. This year, WWF is launching a brand platform
to celebrate the amazing things that can be achieved when people work together.
The Task
We would like you to create a film that brings the idea of Together Possible to life. It needs to work hardto deliver on three different levels:
1) Builds awareness of one or more global challenges/WWF solutions listed on page one of thebrief (no preference will be given to the number of challenge(s)/solution(s) that are addressed in
the film, participants can chose one or many);2) Inspires individuals to take action in addressing these challenge(s); and3) Sparks an urge to engage in something bigger by actively participating in the process.
Films shouldn’t focus on WWF as the solution to the problem(s), but rather how individuals cometogether and the amazing things that are possible when people do come together to shape a better
future.
Key Message
Together, we can accomplish amazing things and tackle the biggest, most challenging global threats tolife on the planet.
Call to Action
Join WWFs global community of people who together are reshaping the future of life on the planet.
Target Audience
Individuals ages 18-34

Cannes Young Lions Project Brief 2015: Video – WWF2

Young Lions Film Competition Brief
Project Name – Together Possible
Key Contacts
Terry Macko
Collin Lawson

Young Lions Competition 2015 - FilmTelephone+1.513.309.2114

Tone of VoiceThe overall content and tone should express urgency, optimism and participation.

Mandatory Inclusions
WWF logo (Provided as an electronic file)
WWF Type Treatment: Together possible. (Provided as an electronic file)
URL: wwf.org, Social media links (F: worldwildlifefund, T:@world_wildlife I: World_Wildlife Y: wwfus).
Timing & KPIs
Concepts should be evergreen to allow for long-term use; we will measure the success of the initiative
via film views, shares, comments and growth in supporters.
Channels
The film will be used across WWF’s social media channels (YouTube, Facebook, Twitter) and website. It
may also be leveraged as a television spot.
Additional Resources
The following resources will provide additional background of WWF and understanding of the topics wework on. Use of these resources are optional and are meant to provide added background if needed.
•••WWF Website: www.worldwildlife.org
WWF Annual Report: (Provided as a hardcopy) http://assets.worldwildlife.org/financial_reports/21/reports/original/2014_Annual_Report.pdf
WWF Living Planet Report: www.worldwildlife.org/pages/living-planet-report-2014

FTP
Euroftp.topright-group.com
Username: Younglionsfilm
Password: CL4ssic
Cannes Young Lions Project Brief 2015: Film – WWF3