Jason Solomons (left), Claudia Gonzalez, Sir John Hegarty and Lawrence Bender
Luminaries join forces For UN Global Goals
YESTERDAY’s SAWA seminar — Power Of Cinema To Drive Cultural Change — saw the world preview of Project Everyone’s latest cinema campaign, which aims to encourage mass public support for the rights of girls and women under the Global Goals UN initiative.
SAWA, the global cinema advertising association, hosted the premier of #WhatIReallyReallyWant, an ad remake of Spice Girls’ Wannabe music video featuring actors, singers and dancers from around the world.
Legendary movie, advertising and humanitarian figures gathered on stage in support of Project Everyone’s commitment to raising awareness of Global Goals, a series of ambitious targets to end extreme poverty,
fight inequality and injustice, and fix climate change by 2030.
In an interview with Lions Daily News after the seminar, BBH founder Sir John Hegarty, UNICEF’s chief of public advocacy, Claudia Gonzalez, film critic and author Jason Solomons, and leading Hollywood producers Lawrence Bender (Good Will Hunting; An Inconvenient Truth) and Steve Golin (Spotlight; The Revenant) talked about the potential of cinema, as the ultimate entertainment medium, to change and influence the zeitgeist.
“This is not my agenda, this is our agenda,” Gonzalez said. “This is our planet — we have no planet B.
We have to make sure that all the countries that have adhered to the development goals now deliver.”
Gonzalez appealed to the advertising industry to use its creativity to amplify and reinforce Global Goals’ targets.
Hegarty said the humourous #WeHaveAPlan ad he brought to Cannes last year to launch of Global Goals with SAWA, and filmmaker and Project Everyone founder Richard Curtis, was a recall hit when it aired across cinemas worldwide in September. “I always think if you want to convert people, make them smile,” he said. “For me, cinema is the modern-day campfire. The room darkens, the screen fires up. It’s the ultimate communal, shared experience of storytelling without distraction.”
Cheryl Wannell, general manager of SAWA, added: “We are delighted to continue working with Project Everyone and to premier this amazing advert. The power of cinema has long been apparent, from the time of silent film right through the implementation of 3D. Technology is one thing, but cinema’s storytelling capability and power to drive change is when it is at its most powerful.”