Photographer Jimmy Nelson is sending a warning that the world is at risk of losing its global cultural heritage by squandering the cultura...
Photographer Jimmy Nelson is sending a warning that the world is at risk of losing its global cultural heritage by squandering the cultural identities of the last indigenous peoples. The photographer launches a bid to preserve cultural diversity by issuing the caution: ‘BLINK. AND THEY’RE GONE’. A warning that if we don’t engage with indigenous cultures now, they will be gone forever. This is illustrated by a campaign conceptualized and created in a joint effort between JWT INDIA and J. Walter Thompson Amsterdam.
The campaign kicks off with a short film titled ‘BLINK. AND THEY’RE GONE’ made using over 1500+ photographs taken by Jimmy Nelson during his journeys into the far corners of the world, showing the never-seen-before images of 36 of the last indigenous communities of this earth. The images were selected from over one hundred thousand images, covering 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, the Wodaabe from Chad - and countless others. The film was directed by JWT India’s Chief Creative Officer, Senthil Kumar in Mumbai, working closely with J. Walter Thompson’s Global Creative Lead, Bas Korsten, who is based in Amsterdam.
The film is the first start of a wider campaign in 2019, which will see Jimmy Nelson will work with J. Water Thompson to raise awareness of indigenous cultures - and to foster pride and respect for their irreplaceable traditions. Planet Earth is at risk of losing the cultural identities of the many of the world’s most unique indigenous people. This is a global issue and a result of many escalating factors, including industrialization, globalization and cultural saturation led by the increasing predominance of the internet. Together this sees a homogenization and westernization of the originally diverse cultures of this world.
Photographer Jimmy Nelson has made it his life’s work to attain understanding and respect for the world's indigenous cultures through his photography. He presents these cultures in an aspirational and stylized way – which has previously caused some controversy amongst anthropologists and purists. However, Nelson believes that the beautification of indigenous cultures is an important message for greater humanity – and one that is needed now more than ever. Today, in a 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.
Jimmy Nelson’s aim is to start a global dialogue on the imminent loss of humanity’s cultural identity, personified by the rapid decrease in tradition indigenous culture.
In parallel to this global call, Nelson has produced 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 photography to create an immersive experience and deeper understanding of indigenous cultures, including 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.
JWT and Nelson’s mission is to use technology – the very thing that is threatening the cultural diversity of the world – for good, to promote understanding and deeper insights across different cultures. In 2019 this concept will be taken further with the launch of a disruptive technology that will further mobilize the fight to preserve global cultural heritage.
BLINK. AND THEY’RE GONE.
Join the fight for the preservation of cultural identity, here