Creative in association withGear Seven

Google, Global Citizen and FCB Protect the Planet with Powerful Campaign

Advertising Agency
Chicago, USA
To drive action around Goal #4 - Protect the Planet, 'Make it Stop' uses the image of a burning photograph to drive action by tapping into the viewers emotions

What if you could stop an impending environmental atrocity from happening with a single click?

Google, in partnership with Global Citizen, FCB and 360i, teamed up to bring this to life. A new 30-second spot, which debuted on YouTube today, shows a photograph of a house and its surroundings being burned down by a wildfire. The audio replicates the environment and feels like a 360 ASMR experience. As the fire builds across screen, the sound moves from one headphone or speaker to another, growing in volume as the spot progresses. You can also hear the sound of footsteps and birds escaping once the fire starts. At the bottom of the screen, an in-stream ad variant pops up reading ‘Save the Planet’ – giving the viewer the power to Make It Stop.

The video was carefully designed to drive impact, motivating viewers to visit and register as Global Citizens. Global Citizen is a movement aimed to inspire and empower millions of people around the world to learn and take action in support of the most critical issues facing humanity.

Protecting the planet is just one of Global Citizen’s goals. Others include ending the pandemic, stopping the hunger crisis, resuming learning for all children and promoting equity & justice for all. To drive awareness of these goals and Global Citizen’s 2021 Recovery Plan for the World, ten global agencies teamed up to spotlight each of these critical issues as part of a larger 2021 Lighthouse Partnership project. The project launched in four different countries: BR, IN, UK, US – and the second round of creative, incorporating both YouTube’s Video action campaigns and Google Discovery ads, will go live July 14th. 

“Brands play a unique role in building a more equitable, sustainable, and inclusive society, because the stories they tell can drive real change and action. We’re proud to work with Global Citizen and our global creative and performance agency partners to drive action for important issues impacting our society today.” -- Bethany Poole, Google Ads marketing director

"We know we can’t achieve our mission of ending extreme poverty and achieve the Global Goals alone. Recovering better together will shorten the long road we have ahead and we know that that recovery effort will take all of us -- not just some of us. This partnership with Google and some of the world’s best and brightest creatives will help us grow our movement and inspire others to take action in support of the Recovery Plan for the World and in building a fairer, more just and equitable world.” -- Michael Sheldrick, co-founder and chief policy, advocacy & government affairs officer, Global Citizen 

“At FCB, we are passionate about the idea that creativity fuels change especially when it comes to a topic as important as climate change. We’re honoured for the opportunity to partner with Google and Global Citizen to empower people around the world to come together and Make It Stop. We hope this message will motivate viewers to act and start making long-standing changes to Protect our Planet." -- Andres Ordonez, FCB Chicago chief creative officer

Work from FCB Chicago
Kitchen Keynote