The First Digital Nation.
At COP27, Tuvaluan minister Simon Kofe announced from a digital copy of an island that the sinking Pacific nation would move its government, culture and history into the cloud.
- Brand
- The Government of Tuvalu
- Market
- Tuvalu
- Region
- Global
- Year
- 2022
The challenge
Rising seas could submerge Tuvalu by 2050, and international law ties statehood to physical territory. The country risked losing its sovereignty, maritime borders and vote, and years of warnings had not moved world leaders.
The idea
Kofe recorded his COP27 address on Te Afualiku, Tuvalu's smallest island. Halfway through, the scene froze and stuttered, revealing that the island was the first part of the country recreated digitally. The plan to digitise the land and migrate state services was both a survival strategy and a provocation aimed at climate negotiators.
Results
- The case study says the launch reached 2.1 billion people with no paid media and was covered by 359 publications.
- According to the case study, nine nations have agreed to recognise Tuvalu's digital statehood.
Case study source: Ads of the World Source ↗
Awards
- Cannes Lions 2023Titanium – A01 TITANIUMGrand Prix
- Cannes Lions 2023Sustainable Development Goals – B05 CLIMATE ACTIONSilver
- Cannes Lions 2023Film – E03 SCREENS & EVENTSBronze
- Cannes Lions 2023 Grand Prix (Titanium)
Credits
- Creative agency
- The Monkeys, part of Accenture Song
- Production
- Collider
- PR
- Thrive PR + Communications
- Additional company
- MassiveMusic
- Group CEO and Co-Founder, The Monkeys
- Mark Green
- Group Chief Creative Officer and Co-Founder, The Monkeys
- Scott Nowell
- Chief Creative Officer, The Monkeys
- Tara Ford
- Executive Creative Director, The Monkeys
- Barbara Humphries
- Head of Innovation, The Monkeys
- Beth O'Brien
- Creative Director, The Monkeys
- Cameron Bell
- Creative Director, The Monkeys
- Sam Dickson
- Senior Art Director, The Monkeys
- Alex Polglase
- Senior Copywriter, The Monkeys
- Jake Ausburn
- Head of Production, The Monkeys
- Penny Brown
- Digital Producer, The Monkeys
- Tamara Wohl
- Digital Design Lead, The Monkeys
- Eva Godeny
- Head of Planning, The Monkeys
- Hugh Munro
- General Manager, The Monkeys
- Kezia Quinn
- Tech Lead, The Monkeys
- Surya Winata
- React Developer, The Monkeys
- Jasmin The
- React Developer, The Monkeys
- Steve Deng
- Director and 3D Animation, Collider
- Glenn Stewart
- EP/Producer, Collider
- Karen Bryson
- Managing Director, Collider
- Rachael Ford-Davies
- Additional VFX, Collider
- Joseph Harper
- Colourist, Collider
- Matt Fezz
- Chief Executive Officer, Thrive PR + Communications
- Leliani Abels
- Senior Account Director, Thrive PR + Communications
- Nathan McGregor
- Audio Creative Director, MassiveMusic
- Ryan Dickinson
- Composer, MassiveMusic
- Haydn Walker
- Executive Producer, MassiveMusic
- Kat Aquilla
- Sound Designer, MassiveMusic
- Simon Kane
