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Argentina is in a forest emergency: we lose one hectare of forests every two minutes, equivalent to the surface of 30 soccer fields per hour.
Deforestation causes species disappearance, climate change, floods, droughts, desertification, diseases, evictions of indigenous people and farmers, loss of food, wood and medicines.
To create awareness about the urgency of protecting native forests, The Juju agency, led by Nicolás Zarlenga and Federico Plaza Montero, created a unique product: ‘The scent of consciousness’. It is an air freshener for cars that does not smell like pine, but like the smoke from fires that devastate ecosystems.
Credits
powered by
- Agency The Juju/Argentina
- Production Company Primo/Buenos Aires
- Director Santi Elias
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Credits
powered by
- Agency The Juju/Argentina
- Production Company Primo/Buenos Aires
- Director Santi Elias
- Sound Design & Mix Swing Musica & Audio Post
- Chief Creative Officer Nicolas Zarlenga
- Chief Creative Officer Federico Plaza Montero
- Executive Producer Carolina Cordini
- Art Director Majo Herrero
- VFX Artist Gabriel San Roman
Credits
powered by
- Agency The Juju/Argentina
- Production Company Primo/Buenos Aires
- Director Santi Elias
- Sound Design & Mix Swing Musica & Audio Post
- Chief Creative Officer Nicolas Zarlenga
- Chief Creative Officer Federico Plaza Montero
- Executive Producer Carolina Cordini
- Art Director Majo Herrero
- VFX Artist Gabriel San Roman
“This pine is a product that should not exist because it reflects a serious problem: many animals are dying due to forest fires. With this audiovisual piece we want to raise awareness among the population and leave a message that challenges us all,” says the agency.
“In the last five years forest fires have devastated 35,000 hectares of Andean Patagonian forests. 95% of forest fires are caused by humans. More than half of deforestation is illegal, but there is no penalty for those responsible”, says Greenpeace. To communicate this product, an audiovisual piece was made with a hyper-realistic model of three meters by two metres made with sustainable materials.
The model faithfully reproduces the Patagonian forests with the help of an expert in native flora and fauna. This action seeks to raise awareness about the need for a Forest Law that prevents and punishes forest fires and guarantees the conservation of ecosystems.
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