“WHAT CONSERVATION LOOKS LIKE”
The Nature Conservancy in Maine had a big problem.
The Governor was not a fan of public lands. He was threatening to reverse protection on thousands of acres of public land already approved by the voters.
As the decisive vote was looming in the senate, we asked ourselves: How do you reach across the aisle and build bipartisan support to save public land?
In collaboration with Seedlight pictures, we proposed a unique approach.
TELL THE STORIES OF WORKING CLASS HEROES YOU WOULD NEVER EXPECT TO BE PRO CONSERVATION.
ENTER WAYNE DAVIS AND CLINT SOUTHARD.
100% UNSCRIPTED = 100% AUTHENTIC.
We here at Timber + Frame understand the importance of serving the story and doing right by our subjects. We also know that Mainers can spot a “fake” from a mile away. That meant real people, honest stories and hard work.
Over the course of four days we set out to make a very different conservation campaign video.
We had to take convention and turn it completely on its head. We just knew there was no other way. What could have easily been just your run-of-the-mill PSA, had the look and feel of a Terrence Malick film or a high end pickup truck commercial. With our decades long experience, we’ve learned that all we need to do cast the right people and stand out of the way of the story
The final 30 second and 2 minute spots were launched through hyper targeted social media ads aimed at individuals in the Maine legislature who could swing the vote.
As the vote drew closer, citizens took to the state capital armed with ipads, projectors, and youtube to show policy makers how conservation was not a partisan issue but one that impacted every Mainer. Red and Blue alike.
THE CONSERVATION BONDS SAILED THROUGH THE SENATE WITH UNANIMOUS BIPARTISAN SUPPORT.
THE GOVERNOR ABRUPTLY CHANGED HIS STANCE.
THE LANDS WERE PROTECTED.
We can’t say that was all because of an unlikely conservation story about a fishermen and a hunter, but being believers in the power of story, we like to think they helped. A bunch.