Parisian agency Strike has turned out this campaign for NGO Terre de Liens, an association which works to preserve farmland and invests in sustainable farmers. For their 20th anniversary, the French association wanted to celebrate the thousands that have been a part of the cause and the farms they’ve helped save, and to send a message to others behind their screens–it’s time to “come back down to earth”.
At the heart of the campaign is this 90-second animated film that takes viewers into outer space where we meet our heroine who lives alone in a ship, surrounded by holograms and emptiness, in a universe created by tech billionaires with visions of a virtual future. Here the virtual has replaced much that should be real–her dog, her meals… and she longs to live on Earth. When she finally reaches Earth, we feel her relief as she takes off her helmet and takes in a deep breath of fresh air, and her joy as she greets those who produce the resources she’s craved for so long.
The PSA also intends to reach legislators as the French government prepares to hear ideas this month about sweeping changes to the country’s agricultural policy, which could set new standards for France and its European neighbors. “Come Back Down to Earth” celebrates agriculture and cautions that just as the virtual is overtaking what’s real, we should be aware of the challenges farmers are facing when it comes to climate change, industrialization, succession, and more, and we should innovate and invest where it helps humanity the most.
Valentin Stoll directed the public service spot via production company Werlen Meyer.
