Human pixels for Earth Hour’s 2011 ad
Earth Hour has unveiled its ambitious 2011 global ad which was shot in Sydney and created by Leo Burnett Chicago.
Mumbrella was at the Fox Studios shoot:
The ad was produced by Radical Media. Shot from above, it featured dozens of volunteers with coloured squares strapped to their bodies to create various images including a globe, lightbulb and bicycle.
They should have shot this in Nth Korea, we’ve been doing this for years…
http://www.boston.com/bigpictu.....tml#photo9
Let’s face it, Earth Hour is a crock. Everyone turns their lights off for 60 minutes once a year then goes right back to their bad habits. Did you know that 20% of food bought by Aussie households is thrown away? Or that we are the second highest producers of waster per capita in the world? And what’s with these non-recycled water bottles and these massive 4WDs ? Check out this video to see the lighter side of Earth Hour. https://www.youtube.com/watch?v=zTF2HasbEXU
Oh God haven’t they given up on this dreary, finger-wagging stuff yet?
The only people who take notice are middle-class Green luvvies preaching “cloyyymut-change” to their true believers. Enough already. Move on.
Lovely idea beautifully crafted. Well done.
Anyone got some feedback about how the TVC was made with environmental consideration and how that affected the creative results or the process/costs/communication? This is not an antagonistic question – very interested on the pros and cons from a creative business perspective separate to any environmental position here.
Love to hear more.
I like it … but seeing the finished thing, I can’t help wondering whether the whole thing couldn’t have been created in post (in computer) for a whole lot less. I mean, look at what they can do in the movies. Just asking …
Timbo, I think you have a typo or did Andrew Ridley really say that the 2008 TVC was seen by over 1.3 million people worldwide? Gees, a spot in Packed To The Rafters will do that any week.
A fair point, John. I think he was referring to online views. I’m not sure about the rest of the world, but I’ve not seen the ad enjoy much donated airtime on TV in Australia.
Cheers,
Tim – Mumbrella
Flying ad guys from Canada to Australia to film a huge commercial featuring hundreds of people and lights about the need to conserve energy and save the planet – you couldn’t make it up. No wonder everyone thinks our industry is a bunch of self absorbed tossers.
See how many space-lights were hanging from the grid? JESUS CHRIST.
Those guys were burning some watts that day. God bless them.
As a client I look at this and cant help but but think this its way off brand. Just look at some of the comments about the video. Not saying its not a nice ad, it is but typical agency wankers produce something thats not consistent with the product or brand values.
At least they used recycled materials/ideas
https://www.youtube.com/watch?v=Yxbgm9Bmkzw
Dave, what you say may be true, but getting these people to even be aware, let a lone contribute in any way is a noble effort. Every step no matter how small is a step still worth taking.
Seriously Lauren G?… I haven’t heard the negligible end justifying the dodgy means used as a strategy for quite a while
WWF have started a ‘beyond the hour’ campaign which in Australia includes an awards ceremony to celebrate those doing more than just switching their lights off for 60mins each year. Perhaps an attempt to make earth hour more meaningful?
Awards video: https://www.youtube.com/watch?v=sXyvlS7J6bE