Knauf – Earthwool.
An internet based viral to drive traffic to a specific website

Background:
This was designed as a viral campaign to work on several levels.
Firstly to connect with the ‘Robinson Crusoe’ generation 40 – 50 year olds
who would recognize the reference to the iconic 60’s TV series.
This is a ‘premium’ priced product for people who are serious about making a difference to the environment – it’s made from recycled glass and it helps insulate your house – keeping your carbon footprint down.

Single message – Made from Recycled glass. Ergo – environmentally friendly

This needed to be funny, entertaining but not crude or rude because we are talking to grown ups and families.
The ‘man in peril’ on desert island is the hook and drives the story.
The classic – message in a bottle’ that everyone understands…
Then the epic journey through the perfect storm, the shark infested waters, and the subliminal reference to the melting ice flows…

Finally the yobo dustbin man at the end – smashes all his hopes…(recycled glass message) BUT the story continues online at the specially set up Earthwool site. If the story is compelling enough then the viewer can click through to link to the site for ‘part 2’ and see a happy resolve in the end…
Shot on HD on three windswept days on location in Anglesey
DoP Steve Weiser
Director Reg Sanders