Blink

Challenge

In an interconnected, multicultural and globalized world, the cultural identities of indigenous people are at risk of being erased. How can we preserve cultural diversity in the face of global homogenization?

Inspiration

Photographer Jimmy Nelson believes that the preservation of indigenous cultures is an important issue for the soul of all of humanity. To know who we are and where we come from becomes increasingly important as the lines between humanity, technology, past and present, are blurred.

Idea

Together with Wunderman Thompson India, we launched a bid to preserve cultural diversity with our message: ‘BLINK. AND THEY’RE GONE’. In this film we document tribes from around the globe at an increasingly face pace, symbolizing how tribes can disappear from this earth in the blink of an eye.

The film is the first episode in a wider campaign with Jimmy Nelson and Wunderman Thompson working together to raise awareness of the plight of indigenous cultures.

Growth

Wunderman Thompson and Jimmy Nelson’s mission is to use technology – the very thing that threatens cultural diversity – to protect them. By promoting a deeper understanding across different cultures, ‘BLINK. AND THEY’RE GONE’ generated lots of media attention and awareness of indigenous peoples. The campaign was shortlisted 13 times at Cannes Lions and received a Bronze Lion in Industry Craft, as well as a Gold Pencil, two Silver Pencils, and a Bronze at the One Show.

If we let the cultural identity of the indigenous people disappear now, it will be lost forever. It’s literally a case of BLINK and they’re gone. And if this happens, we will lose one of the most valuable assets we have – our rich human cultural diversity and heritage. The depth and wealth of our humanity will shrink. This must not happen. Our collective cultural identity is too valuable to be destroyed by homogenization. We must unify and fight to support indigenous cultures and take personal pride in the myriad of their cultural traditions that are still to be found on the planet today.

Jimmy Nelson

photographer

“It was a huge honour to collaborate with legendary photographer Jimmy Nelson and direct this all important film. It was life-changing to travel far and wide across the indigenous earth, through each one of Jimmy’s stunning photographs. The ambition is to share the cultural evolution of these remote and ancient indigenous cultures in a mind blowing form, which will move every viewer to share the experience with the world.

Senthil Kumar

Director of the film & Chief Creative Officer, Wunderman Thompson India

When Jimmy contacted me over a year ago I was instantly drawn to his work and his ambition. Jimmy wanted to start a global discussion on the preservation of cultural identity. A discussion like the one we instigated with The Next Rembrandt project two years ago. I’m really happy that JWT India’s Senthil Kumar and I can contribute to this unique project with a mix of creativity and technology.