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WildAid ‘Lang Lang’ advert

Agency: Pirate

Client: WildAid

Working in a direct-to-client collaboration with WildAid, Pirate NY lent their full creative music and sound services to a dramatic PSA featuring Beethoven's Appassionata Sonata. Pirate arranged and sound designed the project from start to finish.

‘Lang Lang’ starts with soft, subtle piano notes as beautiful natural scenes - buffalo traversing a vast African savannah, breathtaking mountain valleys, endless rivers and sprawling rainforests - alternate with scenes of piano master Lang Lang tapping out Beethoven's masterpiece.

The song soon grows more aggressive, with a powerful piano beat accompanying more nefarious images: vast tracts of industrial waste, urban sprawl, and traffic-clotted cities.

As the track reaches its rapid-fire crescendo, images of environmental destruction flash across the screen: forests aflame, polar bears struggling to climb aboard melting ice flows, and, as the song crescendos, a glacier collapsing into the sea.

The spot will debut in China next month and will air worldwide in 10 different versions in both English and Mandarin.

AJR
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