WILDLIFE CONSERVATION FILM FESTIVAL | Dream | 2017
Endangered Animals Sing a Despair Song That Was Never Meant to Make You Cry / WCFF "Dream"
A rhino, a whale, a pelican, and a seal sing "I Dreamed a Dream" from Les Misérables. And without changing a single word of the lyrics, only the story gets destroyed by humans.
The problem
WCFF is a film festival that advocates for the protection of endangered species. Since 2016, DDB New York has handled its publicity pro bono, facing the challenge of reaching audiences that existing conservation messaging struggles to connect with.
The insight
Just showing sad footage doesn't surprise people anymore. So instead, they used the very structure of hope built into a song about dreaming — and turned it against itself.
The idea
A stop-motion film where a rhino, a whale, a pelican, and a seal each sing "I Dreamed a Dream" in the voice of a different indie artist. It begins with peaceful scenes of their habitats, but then poachers, oil, guns, and spears appear — the song stays exactly the same while the scenery around it falls apart.
What happened
Won multiple awards at Cannes Lions 2017, including Gold in Music Craft and Silver in Film. Also received awards at The One Show, including a Gold.
Afterthought
A bold piece of craft that flips the meaning entirely without changing a single word of the lyrics. After watching it, you can't hear "I Dreamed a Dream" the same way again.
Awards
- Cannes Lions Gold 2017
