Unfortunate Tales of a Treeless World

Agency

Y&R

Client

Malaysian Nature Society

Product/Service

Conservation Awareness & Fundraising

Brief

Malaysia loses a football-pitch-sized area of forest every 90 seconds, making us 8th in the world for deforestation. Yet most Malaysians are unaware of the state of deforestation in Malaysia. Malaysian Nature Society, the nation’s oldest conservation NGO, wanted to bring this issue to light in a way that would engage our audience towards action. We also looked to reach Malaysians of all ages, regardless of race or socio-economic status and recruit them to our cause.

Solution

We chose to use what all Malaysians are familiar with _ classic fairy tales _ and reimagined them in a world without trees to show how deforestation can ruin these stories and ours.

We started by using building four reimagined “unfortunate tales” into 3D sets by hand using reclaimed mixed media whenever possible. We then worked with local composers and musicians to compose 6 soundtracks. Each track is an instrumental piece that takes our audience on a journey to match our reimagined classic tales. Based on a dark fantasy theme, we also carefully planned and selected the instrument choices to fit each tale. Plus, we also gave these tracks matching names to help audience gauge what is the message of the particular music piece.

These soundtracks were then used to bring our stories to life on various touchpoints, including microsite and mechanised booths, as well as made available for sale online and offline, with proceeds going towards MNS.