We start this week’s #ThrowBrandThursday with a bang! Or rather with a blink… A very devastating blink. Today will be all about preservation of Earth’s cultural heritage because, in case you didn’t know, our precious planet is currently at risk of losing the cultural identities of many of the world’s most unique indigenous people.

Even if it might not feel like it at first, people should realise that this is a global issue and a result of many escalating factors, which include the ever-growing industrialization, globalization, and cultural saturation led by the increasing predominance of the internet. These factors have brought into the world—and sped up—the homogenization and westernization of the originally diverse cultures of this world.

Fortunately, there are still people who are aware of this serious issue – just like famous photographer Jimmy Nelson. Mr Nelson has dedicated his life’s work to attain understanding and respect for the world’s ingenious cultures through his unique skill and photography.

At the end of last year, the photographer sent out a serious warning that the world is at risk of losing its global cultural heritage by squandering the cultural identities of the last indigenous peoples.

He decided to launch an official bid to preserve this irreplaceable cultural diversity by issuing the caution: “Blink. And They’re Gone”. This warning comes as one of the last resorts because if we don’t engage with indigenous cultures now, they will be gone forever. In a blink of an eye.

The beautiful campaign kicks off with a short film which was titled, as you’ve probably guessed, “Blink. And They’re Gone.” The project was made using over 1500+ photographs taken by Mr Nelson during his journeys into the farthest corners of the world. They show the never-seen-before footage of 36 of the last indigenous communities of our world. The pressing nature of the issue is brilliantly illustrated by a campaign conceptualized and created in a joint effort between JWT INDIA and J. Walter Thompson Amsterdam.

The strong trio presents these cultures in an aspirational and stylized way, which had previously caused some controversy amongst anthropologists and purists. However, Mr Nelson believes that “the beautification of indigenous cultures is an important message for greater humanity – and one that is needed now more than ever.”

The film is the first start of an upcoming wider campaign in 2019, which will see Jimmy Nelson further work with J. Water Thompson to raise awareness of indigenous cultures – and to foster pride and respect for their irreplaceable traditions.

And it’s clear why, this is such an important campaign for both – It comes as a vital bid to help safeguard a part of what Nelson sees as the very essence of all of our humanity, he is taking a stand by issuing a worldwide caution.

The stunning images were chosen from an unreal amount of one hundred thousand images, which cover every picture of indigenous people that Nelson has taken over the last 30 years.

The film took 90 days to edit and features startling images of the Huli Wigmen from Papua New Guinea, the Kazakhs of Mongolia, the Sadhus of India, or the Wodaabe from Chad. The short video was directed by JWT India’s Chief Creative Officer, Senthil Kumar in Mumbai, who worked closely with J. Walter Thompson’s Global Creative Lead, Bas Korsten, who is based in Amsterdam.

And Senthil Kumar further explains how he felt while working on the campaign: “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.”

Bas Korsten then adds: “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.”

As we have mentioned above, Jimmy Nelson himself wants to start a global dialogue on the imminent loss of humanity’s cultural identity, personified by the rapid decrease in traditional indigenous culture. So, apart from this global call, Mr Nelson has released a 525-page photography book—titled Homage to Humanity—which is a deep dive into the stories and traditions of indigenous people.

The book combines innovative technology, VR, and 360 films with Nelson’s uniquely-styled photography to create an immersive experience and deeper understanding of indigenous cultures. The whole experience also includes a free-to-download app which allows the viewer to scan every image to reveal behind the scenes film content and intimate stories of the people who have been photographed.

As you can see, JWT and Nelson’s mission is to use technology—the very thing that is threatening the cultural diversity of the world—for good and to promote understanding and deeper insights across different cultures. This year, their concept is going to be taken further with the launch of a disruptive technology that will further mobilize the fight to preserve global cultural heritage.

And we finish with some final words from the ambitious photographer: “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.” Will you join the fight to preserve the very last remains of true cultural heritage?

You can join the fight for the preservation of cultural identity, here. Or, Iíf you’d like to learn more about Jimmy Nelson’s efforts, please check the information below (courtesy of www.jimmynelson.com) or visit his current projects here.

Jimmy Nelson (the UK, 1967) started working as a photographer in 1987. Having spent 10 years at a Jesuit boarding school in the North of England, he set off on his own to traverse the length of Tibet on foot (1985). The journey lasted a year and upon his return, his unique visual diary, featuring revealing images of a previously inaccessible Tibet, was published to wide international acclaim.

Soon after (1987) he was commissioned to cover a variety of culturally newsworthy themes for many of the world leading publications ranging from the Russian involvement in Afghanistan and the ongoing strife between India and Pakistan in Kashmir to the beginning of the war in former Yugoslavia.

In early 1994 he and his Dutch wife Ashkaine Hora Adema produced “Literary Portraits of China”. A coffee table book about all indigenous cultures in China and their translated literature. The book was the result of a forty-month project that took them to all the hidden corners of the newly opening People’s Republic. Upon its completion, the images were exhibited in the People’s Palace on Tiananmen Square, Beijing, and then followed by a successful worldwide tour.

From 1997 onwards, Jimmy successfully undertook commercial advertising assignments for many of the world’s leading brands. At the same time, he started accumulating images of remote and unique cultures photographed with a traditional 50-year-old plate camera and awards followed.

In 2010 he began his journey to create the iconic artistic document that became “Before They Pass Away”. After visiting 35 chosen Indigenous communities, part 1 was published to International acclaim at the beginning of 2014 and received many awards.

Today Jimmy is promoting his new book Homage to Humanity. His communication and passion are found on a far wider platform. He is exhibiting at International Museums, shows his work at the world’s leading Photographic Art galleries, speaking at international conferences and launched the Jimmy Nelson Foundation in October 2016.

Credits:

Client: Jimmy Nelson
Photography: Jimmy Nelson
PR Manager: Marit de Hoog
Project Manager: Coco Box

Agency: JWT India & J. Walter Thompson Amsterdam
Director: SENTHIL KUMAR
Creative Team: BAS KORSTEN & SENTHIL KUMAR
PR Director: JESSICA HARTLEY

Production House: Small Fry Productions, Mumbai
Editors: Priyank Premkumar, Dev Nayak & Kevin Menezes
Music Director: Dhruv Ghanekar
Vocal Percussion: Taufiq Qureshi
Sound Engineer: Joseph George
Original Soundscapes: Various Indigenous Artists
Post Producer: Jebastin Anton