The 'Koko' campaign by NOE leverages the unique communication abilities of Koko, a renowned female gorilla trained in sign language, to personify nature and advocate for biodiversity preservation within the context of the 2015 COP21 climate negotiations. The brand proposition centers on giving nature a direct voice in critical environmental discourse, emphasizing the urgency of embedding biodiversity protection into international climate agreements. By humanizing the environmental cause through Koko’s expressive responses, the campaign underscores the interconnectedness of humans and nature, framing biodiversity loss as an immediate, relatable issue that demands global commitment.
Strategically, the campaign taps into the emotional resonance of Koko’s rare linguistic skills and relatable expressions to engage a broad audience concerned with environmental and social issues. It employs a documentary and social experiment genre to foster authenticity and credibility, inviting viewers to witness Koko’s reactions as she processes the stakes of COP21. This creative angle bridges the complex policy environment and public sentiment by translating the abstract concept of climate negotiations into a tangible, empathetic narrative. The campaign’s digital medium, combined with an online petition call-to-action, targets digitally engaged citizens and activists seeking meaningful ways to support biodiversity initiatives. The approach leverages social proof and virality—evident in over 2 million views and significant user engagement—to amplify the campaign’s reach and impact, ultimately positioning NOE as an advocate for biodiversity preservation within the public interest sector.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign centers on Koko the gorilla, a globally recognized animal celebrity renowned for her ability to communicate using sign language. Rather than deploying a traditional story arc or dramatized scenario, the campaign leverages Koko’s unique status as a spokesperson for nature, using her celebrity appeal to draw attention to biodiversity preservation at COP21. The focus is on Koko’s distinctive personality and talent, imbuing the message with authenticity and emotional resonance without resorting to explicit narrative resolution, problem-symbolism, or overt benefit demonstration.
1. Secours Populaire Français – Positioned as a leading anti-poverty charity in France, Secours Populaire focuses on grassroots community support and solidarity. Their campaigns emphasize inclusivity, mobilizing volunteers, and direct aid to vulnerable populations, differentiating themselves through a strong network and public trust in social justice activism.
2. Emmaüs France – Known for its commitment to fighting social exclusion through solidarity and sustainable action, Emmaüs leverages second-hand goods and community living as tools for empowerment. Their strategic angle highlights grassroots involvement and the philosophy of dignity through work and inclusion.
3. Croix-Rouge Française (French Red Cross) – As a long-established humanitarian organization, they emphasize emergency response, health and social services with a strong national and international presence. Their market positioning underscores reliability, expertise in crisis management, and volunteer engagement.
4. Fondation Abbé Pierre – Specializing in housing rights and combating homelessness, this foundation differentiates itself by combining advocacy, research, and direct support. Their strategic focus is on societal change through awareness campaigns and influencing public policy.
5. Handicap International (now Humanity & Inclusion) – Focused on disability and vulnerable populations in crisis zones, their distinctive approach involves rehabilitation, advocacy, and inclusion initiatives. They position themselves internationally with technical expertise and humanitarian innovation.
Q: What is Koko about?
A: Koko is a 2015 digital campaign created for the French public interest brand NOE by the agency Marcel. The campaign centers on Koko, a renowned female gorilla known for her ability to communicate using sign language, and was launched to coincide with the COP21 climate negotiations in Paris. By featuring authentic footage of Koko reacting to the stakes of COP21, the campaign gives nature a direct voice in the global conversation on biodiversity preservation. The work leverages Koko’s unique celebrity status to urge viewers to support an online petition, positioning NOE as an advocate for embedding biodiversity protection in international climate agreements.
Q: What creative device does Koko use?
A: Koko employs the ongoing characters or celebrities format, classified as FORMAT#8 in Clapboard’s 12-format taxonomy. This approach leverages Koko’s established public profile as a celebrity animal capable of sign language, using her as a recurring spokesperson to drive brand recall and emotional engagement. Rather than constructing a traditional narrative, the campaign foregrounds Koko’s authentic personality and expressive abilities, allowing her to personify nature’s voice. This creative device enhances credibility and resonance, making the environmental message both relatable and memorable for a broad digital audience.
Q: What is the campaign proposition for Koko?
A: The campaign proposition for Koko positions NOE as a champion for biodiversity by giving nature a direct voice in the critical context of the 2015 COP21 climate summit. By leveraging Koko’s rare ability to communicate through sign language, the campaign humanizes the urgency of biodiversity preservation and frames it as an immediate, relatable issue. Targeting digitally engaged citizens and environmental advocates, the campaign invites public participation through an online petition, aiming to influence policy and embed biodiversity protection within the Paris Agreement. This strategic positioning underscores the interconnectedness of humans and nature, reinforcing NOE’s advocacy role in the public interest sector.
Q: How does Koko rank in Clapboard's archive?
A: Koko holds a Clapboard Campaign Score of 84/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in NOE's category?
A: In the public interest sector, NOE’s key competitors include Secours Populaire Français, which is recognized for its grassroots community support and anti-poverty initiatives; Emmaüs France, known for combating social exclusion through sustainable action and community living; Croix-Rouge Française, which emphasizes emergency response and health services with a strong national and international presence; Fondation Abbé Pierre, specializing in advocacy and support for housing rights and homelessness; and Handicap International (now Humanity & Inclusion), which focuses on disability inclusion and humanitarian innovation in crisis zones. Each organization brings a distinct strategic focus to the broader landscape of public service and advocacy in France.
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