Client
WWF
Category
Video
Campaign
Deliverables
Video
Social Media
The world is watching: Challenging world leaders ahead of COP15
Background
The world is watching: Challenging world leaders ahead of COP15.
In the lead up to COP15 in Montreal in December 2022, WWF asked Rooftop to help create a video that would remind world leaders that the eyes of the world would be on them during the conference, and millions would be impacted by the decisions they made. They wanted to remind leaders that they would be held accountable for their actions. WWF also wanted to draw attention to the event, its importance and how it would impact the future of our planet.
Challenge
Capturing all footage in just 48 hours.
The video script was provided by the client, and the Rooftop team had just two months to finalise the concept, film the video and complete the final editing process before the video was shared on WWF’s social platforms. We also had to ensure the concept and video were approved by multiple role-players before final sign-off.
To stay within budget, we scheduled two days for filming. The busy two days required a large crew and a few dozen extras, but despite the challenges, our expert in-house team delivered the final two-minute video in several formats for social media distribution, including subtitles in seven languages.







Solution
Producing a powerful, emotive and impactful product.
WWF provided Rooftop with the script for the video, so our concept team worked very closely with the WWF team to build out the story, and create an impactful, shareable and memorable product. The Rooftop crew filmed the video in Gqeberha (formerly Port Elizabeth), where we booked out an auditorium and worked with professional actors including Adam Neill to deliver the script.
The video, titled “Dear Montreal”, focuses on a fictional world leader who is addressing an audience at a globally televised conference. The leader acknowledges that he, and other leaders, have failed to heal “our broken relationship with nature…” He goes on to say, that “this WON’T be the year that we turn things around…”
The focus then turns to a teen girl who is watching the broadcast from home. She addresses the camera directly, and challenges the leaders and decision makers attending the UN Biodiversity Conference in Montreal to “Make this the year that history is written…”
The direct challenge from the young girl makes a powerful impact, and delivers a strong message to anyone watching the video.
The Result
The video was one of WWF’s most viewed videos in 2022! The client was very happy with the result and the impact that it made.

People reached
Views

impressions
Views

impressions
Views
Social Media
To the leaders and decision makers attending #COP15, the @UNBiodiversity Conference: the world is watching.
— WWF (@WWF) December 2, 2022
Nature is in crisis - we must capitalize on this unmissable opportunity to reverse nature loss by 2030.
RT to let world leaders know that all eyes are on them. #TeamEarth pic.twitter.com/GW6Zv1F0cQ
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