The battle against the destruction of Brazilian forests
F/Nazca Saatchi & Saatchi stands up for the native species of the Atlantic Forest, a vegetation that at one time covered 62% of the Brazilian territory, with its new campaign for the Fundação SOS Mata Atlântica. An animated 1-minute film features gun-toting soldiers in business suits unleashing firepower on the Brazilian forest, to pave the way for buildings and cities. A powerful metaphor for the destruction of nature by man, the commercial compares the few trees that have survived urbanisation to War Veterans.
The Fundação SOS Mata Atlântica (SOS Atlantic Forest Foundation), a Brazilian NGO established in 1986 with the aim of preserving the remaining tropical forest, is again defending the cause that led to its creation. And, in a campaign created by F/Nazca Saatchi & Saatchi, invites the population to honour the rare native species that have survived the urban growth of São Paulo, the most populous city in the Americas.
The 'War Veterans' commercial resembles an action movie where modern evils overpower nature. According to Theo Rocha, creative director, “the idea is to remember that the Atlantic Forest isn’t just a beach house landscape. It is right below our feet. And, to rescue this memory, we want to bring the population closer to the problem, engaging everyone in the fight for the preservation of the forest”.