“Nature doesn’t need people. People need nature.” The message is blunt and ominous. The imagery is beautiful. It’s is the new campaign from Conservative International, Nature Is Speaking, which introduces the idea that it's in our own enlightened self interest as humans to take care of the environment because we need it to survive.
The campaign rebrands the conservation movement from one that discusses the environment as fragile and separate from humans to a force that is wholly inseparable from the future of mankind.
It contains seven short films in which Nature is personified by celebrities, including Penélope Cruz, Harrison Ford, Edward Norton, Robert Redford, Julia Roberts, Ian Somerhalder and Kevin Spacey who all give voice to a different element of the environment.
In the following video Julia Roberts gives Mother Nature a voice: "I've been here for aeons. I have fed species greater than you, and I have starved species greater than you,” she warns. “My oceans. My soil. My flowing streams. My forests. They all can take you. Or leave you.”
Conservation International worked with Audience Behavior Lab (ABL), a division of TBWA\Media Arts Lab, to create the campaign under the creative direction of Lee Clow, who co-created Apple’s seminal "1984" commercial. Nature Is Speaking videos debuted at the opening of the SXSW Eco conference.
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