Subriverine Namesick Blues
Posted by Erik Johnson, Creative Director on November 12, 2007
Madera Group produced a video to help launch the rebranding of International Rivers. The organization works to protect rivers and human rights around the world. It has played a crucial role in building a global river protection movement fostering grassroots organizations in more than 60 countries and promoting leadership though technical and strategic advice.
International Rivers’ rebranding process involved dropping “Network” from its name, upgrading its website and creating a new logo. Paddy McCully (International Rivers’ Executive Director), Andre Carothers (Rockwood Leadership Program’s Executive Director and IR Board member) and I came up with a parody of Bob Dylan’s classic Subterranean Homesick Blues film to describe the throes of NGO rebranding. We thought the project would be more fun than Paddy talking on camera about how the new look and feel of the International Rivers web site is part of a larger strategy to grow their organization’s mission.
The team shot the video several weeks ago on the Russian River in Guerneville, California, on a very windy afternoon which proved to be challenging for Paddy’s orchestration of the cards and his natural comic timing.
