WWF France: advert-top-1 by We Are Social France

WWF France is saying 'Stop' to Montagne d'Or, an industrial gold mine project planned for construction in the French Amazonia. A new campaign will alert and mobilize public opinion on the project, which is currently the subject of public debate in Guyana. WWF France and We Are Social agency chose French footballer Ibrahim Cissé to launch the '#StopMontagnedOr' campaign.

The integrated digital campaign launches with a disaster film that comes alive on a football field. Because to extract the gold, the developer plans to use 57,000 tons of explosives, 46,500 tons of cyanide, 195 million litres of fuel, and deforest 1,513 hectares of land, the equivalent to about 2,161 football fields. The film highlights these abnormal dimensions in an original and eye-catching way.

Shot in the style of yet another promotion for a sports equipment manufacturer, the campaign film introduces rising French footballer Ibrahim Cissé, who seems to be focused on a fitness challenge, and starts running on a football pitch at night. He crosses a first field, then two, then three. As his sprint progresses, Cissé confronts various elements in the fields that he traverses: a flood, then obstructions in the form of mining equipment, and falling trees. He keeps on his course, braving all obstacles, including explosives and wild animals on the run, before finally collapsing on the ground beside a large crater, completely out of breath and exhausted.