Watch 3 billion years of natural history unfold in 3 minutes through the eyes of a chimpanzee

A new advertising star is born and her name is Luna.

The female primate, created from a mix of real and computer-generated footage, guides viewers through 3 billion years of Earth’s history in a lush three-minute cinematic ad for the Royal Ontario Museum.

Oh, and she sings a heartbreakingly beautiful aria from the Italian opera “L’elisir d’amore.” Can your spokesperson do this?

The work comes from Toronto Heartbroken love storywho defended the unconventional approach in a traditionally posed category.

“Most museums present their collections and objects as static pieces of observation and learning, but we have taken the position that they are actually dynamic portals to powerful stories that help us understand our past, to give meaning to our present and to shape a collective future. » Jay Chaneypartner and chief strategy officer, told ADWEEK. “Given this, our advertising must behave in a more dynamic and narrative way. »

Some other historic institutions have also gone off the beaten track in recent years: the V&A museum in London and adam&eveDDB organized a treasure hunt across the UK in early 2024, while the two British Museum and the Smithsonian have also developed acclaimed campaigns aimed at making their experiences more immersive and interactive for contemporary audiences.

And yet “Opera”, from the decorated director Rune Milton and visual effects house Chemistry Film, stands out as hypnotic, looming rewatch content that aims to grab viewers “at the heart first,” according to the agency.

The ROM’s agency, Broken Heart Love Affair, aims to captivate audiences “from the heart” with “Opera.”

“This campaign is our love letter to the natural world – a call to protect and care for our land and everything in it,” according to Sally Tindal, director of marketing and communications for the museum. “The ROM plays a vital role in our understanding of nature and the world around us, and we hope this campaign will inspire people to revisit the museum with fresh eyes.” »

The centerpiece of the short film is the chimpanzee, “made from scratch” and affectionately named Luna by its creators, with “every muscle movement, nostril hair and eye twitch carefully designed and added,” according to Chemistry Films executive producer, Camilla Nilsson.

“The entire publishing team spent hours and hours watching every Netflix series about chimpanzees,” also combing through YouTube videos and audio recordings “to create the most realistic chimpanzee possible,” he said. Nilsson said. “We worked so closely on her for so long that we know every wrinkle and imperfection: she stole our hearts.”

The soundtrack was also crucial to the film: “Our goal was to forge an emotional connection between viewers, the ROM and the broad field of natural history,” said Craig McIntoshthe agency’s creative director. “And what could be more powerful than opera to express this?

Founded more than a century ago, the ROM is home to 18 million works of art, cultural objects and natural history specimens. Via its partner agency, it launched the “Immortal” marketing platform in 2022 with a striking impact six minute film.

The 2024 chapter, dubbed “Immortal: Nature’s Symphony,” includes a major outdoor media buy and the slogan “Listen to Nature’s Symphony, for it will shape our future.” The flagship video, “Opera,” is released on social and digital media as well as in theaters in the Toronto area.