Ad Nut
Nov 21, 2022

When an island sinks, it rises in the metaverse

In a dramatic campaign for Pacific Island nation Tuvalu, The Monkeys creates an entire digital nation in an attempt to save the real thing.

Pacific Island nation Tuvalu is at risk of sinking in the next few decades due to rising sea levels. And in an urgent address at COP27, Minister of Justice, Communication & Foreign Affairs of Tuvalu Simon Kofe said that climate change could force the entire nation to lose its physical home and “move its country entirely online”.

During Kofe’s three-minute speech, the camera slowly zoomed out to dramatically reveal that he was indeed delivering his address from a digital islet in the metaverse. Ad Nut thinks that this is an extremely effective reveal especially given that the metaverse has often been associated with technological progress. In this case, the metaverse is a symbol of a country in eventual ruin due to human-led actions.

The campaign by The Monkeys also includes a website where visitors can support Tuvalu’s future by writing to their respective environment ministers to urge them to take action on rising sea levels. Ad Nut cannot imagine a world where ‘digital nations’ replace physical ones, but it sounds wholly terrifying.

CREDITS

Agency: The Monkeys, part of Accenture Song
Co-Founder & Group CEO: Mark Green
Co-Founder & Group Chief Creative Officer: Scott Nowell
General Manager: Kezia Quinn
Chief Creative Officer: Tara Ford
Executive Creative Director: Barbara Humphries
Head of Innovation: Beth O'Brien
Creative Director: Cameron Bell
Creative Director: Sam Dickson
Senior Art Director: Alex Polglase
Senior Copywriter: Jake Ausburn
Head of Production: Penny Brown
Digital Producer: Tamara Wohl
Digital Design Lead: Eva Godeny
Head of Planning: Hugh Munro
GTM & Strategy Director, Sustainability Studio: Lucy Sundberg

Production House: Collider
Director: Glenn Stewart
EP/Producer: Karen Bryson
Managing Dir: Rachael Ford-Davies
Post Production: Collider Studio
3D Animation: Glenn Stewart
Additional Vfx: Joseph Harper
Colourist: Matt Fezz

PR: Thrive
CEO: Leilani Abels
Senior Account Director: Nathan McGregor
Senior Account Manager: Tess McDonald
Senior Account Manager: Anna Laskaris
Senior Account Executive: Maddy Beck
Account Coordinator: Sarah Nguyen
Account Coordinator: Sophie Thomason

Development team:
Tech Lead: Surya Winata
React Developer: Jasmine The 
React Developer: Steve Deng

Music and Sound: MassiveMusic
Creative Director: Ryan Dickinson
Composer: Haydn Walker
Sound Design: Simon Kane
Executive Producer: Katrina Aquilia

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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