WWF TV commercial: “don’t look away”

Source: sito WWF

«We must not take our eyes off the burning forests, the trees that are thrown down, the drilling and excavations because through these acts we seek profit and wealth at the cost of destroying the planet. We are now aware of this images of destruction, and not only of the forests and its inhabitants, men or animals, come every day from every media window on the world.

Those images are within us, they pervade us, but they risk remaining in a state of pre-consciousness or even repression if we allow ourselves to look away from them, or not to consider them as our competence.
The realization of the television spot that we will see in the coming days is the film development of this premise. It is a call to the conscience of the viewer.
These are images, partially recognizable in the actions they tell but mysterious in appearance, follow one another in the first seconds of the spot, accompanied by festive Christmas music. The spot shows bulldozers and drills, trees that are thrown down and piles of trunks that are prepared for commercialization and then flames. Around the images there is something that disappears, an indefinable context.
We are in fact inside the eye, on the surface of the retina, in the area closest to our consciousness when it comes to images, because it t there that images are collocated before being perceived as such.

A cart back quickly takes us out on the cornea. The images now speak to us of devouring flames, of devastating fires, of ecological catastrophes. This is what we are now used to see on the news, in documentaries or in the posts of those who find themselves fighting them or risk being victims of them.
A voice-over tells us: The forests are disappearing, It’s your world.
The eyelid closes on these images and reopens on the remains of a burnt forest.
There is no more Christmas music and the voice over reminds us to “Don’t look away” and to support WWF at Christmas.»

CREDITS:
Production house: BOTTEGACINEMA
Directed by: PAOLO MARCELLINI
Executive Producer: TOMMASO PRATESI
Producer: ZOE GIUDICE
Fx 3d e compositing: BOTTEGACINEMA
Audio Production: BLAH BLAH PRODUCTION
Sound executive producer: CESARE POLITI
Sound e Mix: TOMMASO POLITI
Music: “JINGLE BELLS” edizione FLIPPER MUSIC
Research and coordination producerproducer: CARLO GIUDICE
Engraving room: CDI Roma
Voice: LUCA WARD