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Boaz Paldi UNDP with, Beto Fernandez,, Paulina Ambert, Mik Thobo Carlsen,, Florian Weischer live at Cannes Lions Festival | SAWA – UNDP “Don’t Choose Extinction” Campaign 


Boaz Paldi UNDP with, Beto Fernandez,, Paulina Ambert, Mik Thobo Carlsen,, Florian Weischer live at Cannes Lions Festival | SAWA – UNDP “Don’t Choose Extinction” Campaign 

Public-Private Partners convene at Cannes for launch of SDG Lounge at International Creative Festival hosted by SAWA, UNDP, PVBLIC and ESG News

Boaz Paldi (moderator), Beto Fernandez, Founder and Creative, Activista, Paulina Ambert (General Manager at Wunderman Thompson), Mik Thobo Carlsen (Founder Mindpool), Florian Weischer (President, SAWA, President Weischer Media)  “Don’t Choose Extinction Campaign”


  • UNDP “Don’t Choose Excitation” climate campaign debuts live at Cannes Lions festival  
  • UNDP-SAWA partnership drives climate short film to 30 countries 16 languages. 
  • “Don’t Choose extinction” reaches a record audience of 1.8 billion views worldwide.

Brought to Cannes by the United Nations Development Programme (UNDP), PVBLIC Foundation, SAWA and EarthX, Frankie the Dino stars in the UN agency’s film on climate action called “Don’t Choose Extinction.”

This first-ever film made inside the UN General Assembly using computer-generated imagery (CGI) reached a global audience of 1.8 billion. Thanks to UNDP’s partnership with SAWA Cinema Advertising Association and the Global Cinema Medium, the short film is currently screening as an ad for eight weeks in movie theaters across 30 countries in 16 languages.

Off-screen, Frankie the Dino became the week’s main attraction at the Cannes Lions international creative festival.


  • Watch complete coverage of the SDG Lounge at Cannes Lions 2022 ADD HYPERLINK


Boaz Paldi (moderator), Beto Fernandez, Founder and Creative, Activista, Paulina Ambert (General Manager at Wunderman Thompson), Mik Thobo Carlsen (Founder Mindpool), Florian Weischer (President, SAWA, President Weischer Media)  “Don’t Choose Extinction Campaign” 

Boaz Paldi, Chief Creative Officer, UNDP (00:00):

Hello everyone, and welcome to the SDG media lounge. Uh, we are here with our partner at the PVBLIC Foundation and SAWA the, uh, Global Cinema Advertising Association. Um, we’re very happy, uh, to have our, uh, our guests here today. For me, it’s especially, uh, uh, wonderful, uh, for, for many, many, many months. Uh, this team of people and myself were working on a campaign that we launched, uh, in October. Um, uh, that’s called don’t choose extinction. Um, and we were across, uh, 1, 2, 3, 4, 5 different time zones. Uh, one of them being in Australia, so the hours were crazy. Um, and we’d never, you know, this is pandemic time, so we’d actually almost never met. I mean, I met P for the first time in, in real life, just, uh, just a few days ago, but we’ve been working very, very closely together, so it’s wonderful to all be together in one space.

Boaz Paldi, Chief Creative Officer, UNDP (00:54):

Um, so, um, so we are, we’re talking about the don’t choose extinction campaign and, and the creative power behind it and how creativity can really have impact on, on, on the, on the planet, on the SDGs. Um, and for us at U N DP, we had a very difficult brief, we, uh, we were asked to talk about fossil fuel subsidy reform. Uh, we had a meeting with the head of our nature, uh, climate and energy, uh, in U N DP. And we asked him, what would you most like to campaign around the one thing that you really wanted to campaign about? And we thought he would say, you know, clean water or, uh, you know, climate change in general. But he said, uh, by far the most important thing for me to be talking about is fossil fuel subsidy reform. And none of us knew that what it was, we were all kind of Googling and, and, uh <laugh> and so, uh, and we were like, because U NDP has a tendency of like, not, you know, not focusing, we, we spread out.

Boaz Paldi, Chief Creative Officer, UNDP (01:54):

We, we talk about a lot of things all the time and we thought, okay, but there must be really fossil fuel subsidy reform. And it turned out that it is an incredibly important issue because fossil fuel subsidies are being spent at the, at the rate last year of 423 billion government spend on fossil fuel subsidies. Um, and they are a negative impact on our planet. They’re a deficit, so whatever we do good for the planet, we still have 423 billion dollars in, in, in negative, um, in the red. Um, so, um, so they also skew the economy. They make fossil fuels seem cheaper than they really are, and they make, uh, renewables seem, uh, seem far more expensive. So it was actually to move along in a trajectory that will decarbonize the earth that will decarbonize our societies on our economies. That’s the first step that we have to take, but what, how are we going?

Boaz Paldi, Chief Creative Officer, UNDP (02:48):

It just took me what, like three minutes to explain this, how are we going to explain it in this very, very short time that we have to reach people in a way that people can understand, relate to, and really kind of like, uh, uh, come on board. And obviously we understood immediately that we can’t do it ourselves. We needed some help. And so the help that we got was was, was the creative help, the, the incredible creative power that, that, um, that the, the creative community and industry has. Um, I, I, uh, had a conversation with, uh, with Activista, uh, with my friend Beto. Um, and, um, and so tell us what happened next Beto.

Beto Fernandez, Founder and Creative, Activista (03:27):

Yeah. Well, um, when I have to talk about fossil fuel subject is, is it’s hard because it’s not sexy is not easy. And, uh, and on top of that, people see information about that on the news every day. So they, it, it start to become a landscape. So how can you convince them to really stop and think about it? And with, we always think, Hey, let’s think in, in the consumer perspective, in people’s perspective, what they like, so let’s, let’s turn this into something they like, and everybody likes culture. They like the movies, they like that kind of story. So wait, let’s, let’s use that angle and, uh, and creatively with how we simplify the message. So we come up with the idea, imagine if an outsider came to the planet earth and see what we are doing, they’re gonna say, Hey guys, you’re doing something really wrong.

Beto Fernandez, Founder and Creative, Activista (04:13):

Like you’re pain to cure yourself. You’re crazy. If an alien arrived tomorrow, say you’re crazy, you’re pain to cure yourself. Uh, and then we thought, okay, what kind of outsider is nice? And then we, we, we thought in, let’s bring an expert in extinction and well, that’s where the di the dinosaur idea came about. And he come and told us we had an asteroid, what’s your excuse. And even like to talk about the subs, like you are paying for a giant meteor that’s coming to planet earth to kill you. So it became something really easy for people from every age, no matter what political side you have is very easy for you to understand, to engage and the same way they, they share films, they share movie, they share trailers, they start talking about things, sharing this content. And that was the main, uh, purpose of this.

Boaz Paldi, Chief Creative Officer, UNDP (04:59):

I’m sorry, I by thank you Beto by all of us being friends, I assume that all of us knew each other, but obviously the audience doesn’t. So I’m just gonna quickly introduce our guests. This is Beto Fernandez. He’s the creative director for the camp, don’t choose extinction campaign. And, uh, and the co-founder of Activista, Paulina Ambert. She is the managing director of all WUMAN Thompson in Australia, um, and, uh, huge, huge support to the campaign Mik Thobo Carlsen. Uh, he is, uh, the CEO of Mindpool and Global Mind Pool. Uh, we’ll talk about that a little bit later. And Florian Weischer, who is the, uh, president of SAWA, uh, the Global, uh, Association screen screen association for, sorry, SAWA please.

Florian Weischer, President, SAWA (05:43):

No, I’m my, so it’s easy. It’s the screen advertising association, the

Boaz Paldi, Chief Creative Officer, UNDP (05:47):

Global one. That’s right. Um, and, and also the chairman of the, the, Weischer Group, uh, in Germany. Um, so please welcome our guests. I’m, I’m sorry, I missed that, but we are all, we’re all really all friends. Yes. Um, so, um, so as well as kind of creating this dinosaur, which then was created into a film that, that, uh, that we had a dinosaur barging into the United nations general assembly. Um, we, uh, we also needed to have something that people could do an action, and that’s where, uh, Paulina came in and, and actually came in. So we created a digital ecosystem as we like to refer to it where people could take action on many, many levels. Um, um, better, one more question to you, and then, and then I’ll come to you Lina. Um, what, what, why, what was the purpose of, of, of having many, many actions to, to, uh, to try and reach people?

Beto Fernandez, Founder and Creative, Activista (06:44):

I mean, the key thing is we, we want to be to do something effective and provoke career change. And I think that, uh, how, how you can provoke impact on this. So you, you have to appeal to poli policy makers and you have to have as many, uh, people talking about it as you can. And you have to find ways to communicate like that feeling that people are having about this to, to bring that information to politicians, to, to provoke influence on them. So I guess that’s why we need ways for people to engage, not just by seeing the, and sharing them, but like, uh, get to the platform and, and know doing, uh, doing some pools and, and, and providing the, how they’re feeling about this topic. Because, you know, when the politicians feel that the voters are moving towards this direction, then we can provoke a, a real change

Boaz Paldi, Chief Creative Officer, UNDP (07:35):

And, and, and Paulina, the digital ecosystem that we build is, is very wide in breadth. Uh, we, what we are, what we were trying to do is reach, um, not the 10% that are already activists on one side. And the 10% that are, that believe that climate change is a Chinese conspiracy. We’re never gonna reach them. So it’s the 80% we, we called it in the campaign, the 80, 80% of the silent middle majority. And, and so you and your team were working to try and activate that silent middle majority in the middle, which is, you know, still an enormous amount of people around the world. Can you tell us a little bit about that? Yeah,

Paulina Ambert, GM, Wunderman Thompson (08:10):

I think, um, you know, the film was the best rally crime that we needed better growth. How do you get the attention? How do you get the come through? But yeah, the action needed to be available for children, parents, teenagers, to keep driving a conversation. So essentially, probably under connected between these two worlds. That’s probably how it sitting in the middle right now, because yeah, to BETOS point to get to a point of action with, um, kind of mindful, we need to actually have people engage on and actually, so yeah, more tools beyond what frankly. Calls action.

Boaz Paldi, Chief Creative Officer, UNDP (08:49):

Yeah. Uh, so the digital ecosystem is, is, is, is, is really wide and, and deep. Can you tell us a little bit about some of the different aspects of it?

Paulina Ambert, GM, Wunderman Thompson (08:57):

Yeah, absolutely. There was a data features platform that we worked with your UNDP team in that to help visualize what impact fossil fuel subsidies are actually on the world. We also developed a kid book, so there was thees, so probably more effective in English, through countries. Um, but yeah, on the birds and the bees. So the children could have the conversation with their parents and continue Frank’s conversation. Um, couple of other things that in there very simple Instagram, actually.

Boaz Paldi, Chief Creative Officer, UNDP (09:31):

My favorite is a S

Paulina Ambert, GM, Wunderman Thompson (09:33):

Oh, the sous works. So that was a Google plugin with developed. So anyone can use it on a platform and essentially helps different that are often found in one, help people actually understand and have information.

Boaz Paldi, Chief Creative Officer, UNDP (09:48):

And, and, and we also needed, uh, kind of like to find out what people think about the issue, what people feel about the issue. Um, and we at the UN, uh, don’t really, um, um, we don’t really like doing petitions. It’s a little bit complicated for us to, to do it in terms of the, the politics of the UN they call it politics of the, of the gen of the, of the, of the general public. Um, so we, we, we, we stray away from that, but we still needed that very strong kind of way of, of attracting people to the campaign and having them take a single action that would be meaningful. Um, so, um, over to you, tell us a little bit about global mind,

Mik Thobo Carlsen, Founder, Mindpool (10:28):

Um, mindful, um, global mindful is a platform where we can, um, collect people’s experiences about the climate change. There’s this one aspect that we know a lot of rational things about it. We know we have a lot of numbers in KPIs, and we are always presented for these numbers. And sometimes it becomes a big wall of information. That’s very impossible to actually understand, but we also have individual experiences. So we thought if we could gather all these experiences and find the patterns in that, then we would be able to present the, sort of the collective experience of, of the climate change, which is much more interesting to politicians because that is based on emotion and God feelings rather than rational knowledge. And these are exactly the same, um, places you kind of find your argument for voting for someone you don’t vote because of rational reasons you vote because you like someone or don’t like someone. So the entire God feeling or testt knowledge as we call it, um, is a much more interesting effort to politicians. So if we could present the experience climate change to politician, then that could be a motivation to do something differently.

Boaz Paldi, Chief Creative Officer, UNDP (11:37):

And that’s exactly what we did. So’s exactly. We built it for the campaign. Um, and then, you know, we are gathering data from people all over the world to go into global mind.dot com, um, and give their opinions. And, and U NDP is, uh, is acting as a bridge between policy makers and the public. And so we, we try and bring these, uh, these, these views, these opinions, these feelings to actual decision makers, because the problem with the, with the, uh, with the climate change issue is that 72% of it is not, uh, the emissions that we do, but it’s, it’s the energy. It’s how we produce energy. It’s how we consume energy. And, and that is not something that we ourselves have any real power over. It’s, it’s the policy makers that have real power. So we somehow needed to bridge that gap. And I think mindful is the way that we imagine that we could bridge that gap. We built the, I think that the, the, the digital ecosystem in our, in a kind of, uh, sticky funnel way, can you, can you talk a little bit about that? Yeah.

Paulina Ambert, GM, Wunderman Thompson (12:36):

Yeah. Um, connect from the work that fed and this team did with the cultural action, you know, that frankly essentially gives us all, which is extinction, where asteroid, what’s your excuse. So the visualization of the planet earth, the biggest excuses that we manage to get data and insights from globally, what are the biggest excuses that people actually make? So created interactive world will probably created, like what we was talking about, an emotional reaction in someone you see, you know, sort of suspended, asteroid turtle towards it. How do you actually take action to stop that from being know the one and only one that we all know, and then dive deeper, deeper into, into those action.

Boaz Paldi, Chief Creative Officer, UNDP (13:18):

Yeah. So, um, we, we did quite well with the campaign. Um, Stephen, can you cue the fill? Um, and we’ll show you, uh, we’ll show you, uh, some of our results.

Video Playing (13:32):

Do we expect phasing out the fossil fuels and subsidies to make it into the final deal? This Should have been years ago, subsidizing fossil fuel use these days is almost the definition Of that is in 26 years of climate conferences, fossil fuel subsidies have never been on the negotiating table to help put it on the cop 26 agenda. We brought in an expert, At least we had an asteroid. What’s your excuse. Imagine if we had spent hundreds of billions per year, subsidizing Giant meteors, That’s what you’re doing right now. You’re not used to seeing these characters walk up to the podium. General solid Fact. I didn’t know that subsidizing the fossil fuel industry with corn 25 To engage the whole world. We built a network of supporters, recorded speeches, 58 languages, and turns don’t choose extinction into a world rallying crop. We are at the climate strike, but we’re actually marching with Frankie. The, the campaign directs to a digital ecosystem that visualizes most excuses as asteroids, providing relevant facts and tools to arm the world’s silent majority to take urgent climate action and spur global behavior change, including the first of its kind global collective intelligence platform that shares what citizens think about the climate emergency with policy makers. You need kind can, people can, can provide data. They can pass that information on to the politicians. And finally, the leaders gathering Glasgow, got the message. It’s time to do the right thing. In the course of Frankie, the dinosaur who addressed the general assembly, let us not choose extinction Phasing out fossil fuel subsidies and decarbonizing our economies is now officially on the global agenda, ensuring it’s the inclusion in all future negotiations.

Boaz Paldi, Chief Creative Officer, UNDP (15:52):

So, um, um, we did have some success. Um, that number is a little bit out of date now that you saw on the film, we are now at 1.8 billion views across the world. That is views not, not impressions. So, uh, so, so we’re very, very proud about that, but, uh, Flon here, the president SWA at this time, um, through your, uh, through your help, and then she will nails help the CEO of SHA SWA. We have the film in, uh, 30 countries in cinemas, thousands of cinemas across the world in 16 languages. You’ve had long history of, uh, of helping these kind of campaigns. What, why, why did you, why did you choose to, uh, to get involved with this campaign?

Florian Weischer, President, SAWA (16:28):

<laugh> yes, of course it was easy for us because we felt that we wanna make a change in the mind of people and we feel that cinemas is the right medium to do so it’s not the only one of course, but it’s one that can really change minds because we can grab the attention of people for, let’s say, 60 seconds in a row without interruption, uh, and it’s immersive and it, it can do the change. And this thing is so important that we felt, okay, we gotta do something. And on the other hand, it, it raised our awareness, uh, amongst people and amongst our markets. So amongst advertisers. So there’s a very good payback for us as well.

Boaz Paldi, Chief Creative Officer, UNDP (17:04):

Fantastic. And, and, and you’ve had some, some, some tough years now with the COVID, uh, with the COVID, uh, pandemic, um, you’ve been hit very, very hard, but yet you stepped up, um, that’s, that’s, uh, we, we, we were very, very grateful for that. What’s uh, what do you think that, uh, that, um, that now you’re, you’re, you’re you’re in the upswing again?

Florian Weischer, President, SAWA (17:22):

Yes, absolutely. I mean, we’re, uh, we were sitting in the same boat as anything that happened outside the, the own flat yeah. And the own, the own building. And so it was the same for theaters for life events. Any life event was, was shut down for many, many months. And for cinema, that was really, that was a big threat, but most of the cinemas survived it around the globe. I think we only lost very few percent. Um, and nowadays the, the admissions grow and they, they rise to, to new, to new limits. Some of the markets, they will make a record year this year, probably if it will continue and it looks quite good. So that is a surprise to me, honestly, I, I thought, okay, we might lose, let’s say half of the audience we had before the pandemic, but that’s not, not the case. Uh, in, in my market, in Germany, we are up to, let’s say, 85 to 90% than what we had before the crisis. And that is by far better than what we expected. And so we made it <laugh> and we want to continue with this great campaign. Of course.

Boaz Paldi, Chief Creative Officer, UNDP (18:24):

Fantastic. Thank you so much real, let’s go back to the, just a little bit, let’s dive into the campaign a little bit better. What do you think? Uh, you know, we, we we’ve had some success we’re, we’re, we’re, we’re in a good place with it more than we expected. I think our original KPI was 300 million views <laugh> so what do you think is our, is our, is our secret sauce here?

Beto Fernandez, Founder and Creative, Activista (18:44):

Oh, I think that, um, the first of all, like, uh, 1.8 billion views is, is amazing. Like, in, in, in our shows you see a lot of big numbers, but usually it’s like, uh, impressions and things like that. We have, we had real views, which kind of a really, really impressive. And I, I, I, I remember when you call us and you’re, you are talking about the fact that we managed to change the thing on copy 26. And we forced them to put that, like in the final agreement. And we felt like, Hey, we did something really impactful. That’s the thing that I’m gonna remember the most about the campaign that were able to provoke this real change. And this is really important because most people are not aware, but in these climate meetings, the majority of like the, the biggest delegation is the lobbyist of fossil fuels. They, they want to Dodge the bullet talk sort like let’s talk about plastic or something else. So that’s why no one why they never talk about fossil fuels. And I think like a little dinosaur, somebody from the past is, is, is paving the way for our future. So that’s why I like the most about this idea.

Boaz Paldi, Chief Creative Officer, UNDP (19:46):

And, and, uh, we’ve, you know, we, uh, this was not a campaign without its dramas. Uh, we, we had some, uh, we had some, uh, we had some struggles. Uh, we, um, all of these, uh, wonderful people, uh, donated their time, uh, to the campaign. So, you know, if the United nations has, you know, we, we don’t use our funds to, uh, to promote these type of, uh, projects, but we use them to promote the actual work on the ground. And so we have very little, uh, funds for, for these type of campaigns. So we believe they’ve, uh, all of these, uh, uh, all of these amazing companies, Activista, Wunderman Thompson, Mindpool, and of course, SAWA have donated this, uh, uh, completely pro bono without charge, um, and gave up a lot of their time. I was, I was with, uh, all of you on calls every day for a year, essentially. Uh, and we were working on it very, very intensely. Um, but, but it did have some dramas. Uh, do you wanna just tell us a little bit about that?

Beto Fernandez, Founder and Creative, Activista (20:37):

I mean, if this was like a TV show would be amazing because I have a cliff hunger every day of the campaign is dying, it’s dead already. And then it came back even like a shooting at the UN assembly. Like, uh, the amount of time we have to be there, but like, uh, you know, uh, finding the right celebrity to be like, uh, the key voice, like everything, or, uh, the original idea to approach, uh, Spielberg. And they’re like, uh, their ion team to make this as, uh, because the original idea is like, let’s make us a trailer of a news RA park movie. And like, uh, we fail on that and we find a way and always like finding partners in. I think that would have a great idea. You can use that to, uh, uh, gather people around, around the car. So we are really like to get like Jack Black to help us to make the voice.

Beto Fernandez, Founder and Creative, Activista (21:24):

And then Nicola LA Costa Al and all the other. ISGA a lot of amazing voices. We got a Rachel Portman, which the first woman to win a Oscar, and she made like the soundtrack of the film and frame store, like a world class production house that make like this amazing dinosaur that looks like a, a real RA spark movie. Uh, and, uh, and we got like, um, to write a speech also is if the, if you see by my amazing accent, if the word, uh, can count on me and Paco to write a speech, to save humanity, we are doom. So, so we are happy to collaborate with, uh, with, uh, the, the David lit, which is the, the, uh, screenwriter from Obama speech. So we got all of that together to make something really special.

Boaz Paldi, Chief Creative Officer, UNDP (22:11):

And, um, and, uh, you know, for us, we had, uh, we had an, uh, really, uh, uh, we were constantly, uh, thinking that we might not be able to launch this campaign that we might be able to have to go in a different direction. Um, so, so, and, and what was amazing is that we continuously were able to roll with it and, and almost everything that happened made it a little bit stronger. Yeah. Uh, we launched it at the right time. We, uh, we had the right, we had lots of discussions about various aspects of the campaign that then in the end we took, uh, kind of like decisions that were forced enough. They were the right decisions, even

Beto Fernandez, Founder and Creative, Activista (22:46):


Boaz Paldi, Chief Creative Officer, UNDP (22:46):

The dinosaur operation. Yeah. The original one,

Beto Fernandez, Founder and Creative, Activista (22:47):

the original one was a T-Rex. And then we figure out the T-Rex would be maybe too big to put in front of a fortune. And they were lucky because, and frame story got the real experts in dinosaurs. And we are like, okay, let’s do a Velco Raptor because of, uh, of Spielberg. And then we discovered that the Real Velco Raptor they’re as big as a chicken, so not good. So we end up with Raptor, we learn a lot about, I remember you and you like a learn about dinosaurs, and that’s why we end up with, uh, with, uh, rap. So was, was really good. Everything, every, every step of the way makes this, uh, better and better. So very happy.

Boaz Paldi, Chief Creative Officer, UNDP (23:22):

Thanks so much. So, uh, we are all, we’re almost at the end here. I’m just gonna ask you each, uh, a final question. Um, what, uh, what’s, uh, what’s the most memorable thing for, uh, for you about, uh, creating, uh, don’t choose extinction. Let’s go with poll first.

Paulina Ambert, GM, Wunderman Thompson (23:38):

Oh, the people, I think once you’ve got a motivation of people, and to your point, you had so many challenges, the deadline wasn’t shifted, but the input, the decisions, you know, sort of, we had a, we had a place to go and it was about the rally of everyone’s to your point.

Mik Thobo Carlsen, Founder, Mindpool (24:03):

Yeah. I agree with peace. Um, it sort of became a small family with, especially you and Becky and Sophie, is that part of the family. We don’t get involved. Um <laugh> but, um, no, it was very special. And then I think at the end of everything, when they actually put fossil fuel subsidies on, in, on the final agenda, that was the first time where I thought maybe, you know, we did something at least because you can, you can do a lot of things and, and can be in the right mindset, but actually doing something it’s a bit different. And that was kind of the first time we got the feeling that we actually did something

Boaz Paldi, Chief Creative Officer, UNDP (24:43):

Florian, what about you? You’re, you’re a later addition to that, but you’re such an impactful partner.

Florian Weischer, President, SAWA (24:48):

Yeah. I hope that we can make Frankie a movie star. Some of the people I spoke to here, they, they were questioning whether I was promoting Jurassic park. <laugh> the next one? That’s that’s out now next, the next one. But I think from there, they, they get the idea of, of a possible extinction and, and that, um, subsidizing, um, fossil fuels is really a bad thing. And if that can make a change in the mind of the people, then I’m happy

Boaz Paldi, Chief Creative Officer, UNDP (25:15):


Beto Fernandez, Founder and Creative, Activista (25:17):

Yeah. I mean, we work in an industry that is very famous by not doing great things for the planet. Like I convince people to over consumption and all the other things. So, uh, and uh, very often what we do, we only, our peers talk about it when the credit can pay for a car, our peers talk about it. And from the first moment we launch the campaign, we are like immediately hit by a lot of people like grandpas, grandkids, and cousins and people that would never talk to you before talking about this campaign. So we knew that the number would be huge because a lot of people that has nothing to do with advertising, they have to do with life. They are talking about this, like a people in schools, like, ah, were gonna, we’re gonna do this in seminars, talking to kids in schools and, and things like that. Like, uh, that was the moment we felt, Hey, we did something really special. And I think that’s why we got the result that we got.

Boaz Paldi, Chief Creative Officer, UNDP (26:06):

Thank you so much for everyone. I just also kind of like, for me, kind of like, what was the most, uh, memorable about the campaign is that we had this incredible partnership. We had the partnership with Activista that was so powerful with WUNDERMAN Thompson out of Australia with mind with SAWA, uh, and, and, uh, uh, and the Global media, this Global cinema MEdia. Um, and it was all, but so many more frame store had. We had an incredible partnership with the, uh, uh, freelance for, in Spain who helped us produce it. Um, I’m sure I’m, I’m forgetting many names there’s and then there was like, how do we get it out into the media? How do we make it more popular? Our partners here in the SDG media lounge, um, the PVBLIC Foundation were critical in, in creating that space for us to go out into the media and get those partnerships.

Boaz Paldi, Chief Creative Officer, UNDP (26:51):

Um, and we have some really, really fantastic partnerships through that partnerships with Deutche Villa in Germany, with multi-choice in Africa, many, many different partnerships that allowed us to reach a very large number of people. And of course, kind of like our offices, UNDPs country offices, themselves, our offices, all over the world that took this campaign on, we translated the film to 53 languages. Um, and, and we made it so that they could, they could launch it themselves. And that was an incredible partnership as well. Um, so, so, you know, big, big shout out to all our partners and thank you so much for your, for your incredible support. Thank you everyone for joining us. This is kind of like, oh, you, you were brought into the, the family of don’t choose extinction because we, as, as, as said, we are, we are, we are a family from now on.

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