Director Richard Curtis (Love Actually, Four Weddings and a Funeral) and BBH's Sir John Hegarty are behind the "first ever global cinema campaign," which launched this weekend on behalf of the United Nations.
The "Project Everyone" ad, which was announced earlier this year at Cannes, features a United Nations populated by animated animals (Aardman worked on the animation) who celebrate the decision to focus on the "global goals" of ending poverty, reducing inequality and defeating climate change.
Hegarty himself art directed the spot and there are some nice touches -- the choice of animals for each country, the creatures on mobiles and taking selfies (there's a nice nod to Barack Obama nd David Cameron's selfie with the Danish Prime Minister). There's also a recognizable celebrity voiceover by Liam Neeson. But what's really important here is the media buy -- the ad will be seen worldwide on 140,000 outdoor screens worldwide as well as in cinemas in 30 countries. The aim is that it will reach seven billion people in seven days.