WWF Canada and Toronto agency Draftfcb have released what is possibly the world’s first completely carbon neutral television commercial. Made entirely of recycled clips, some as old as 60 years, the film is a painstaking assembly of individual unrelated words, creating a message about how to fight global warming. And that message? Imagination can save our planet.
“We wanted to remind people that how we combat global warming is only limited by our imagination,” said WWF Marketing VP Pam Davis. “It’s the most powerful weapon we have.” Davis said the new commercial employed a low-emissions working style, using everything from online collaboration to public transit. The project was also subjected to an emissions audit by a consulting engineer, and carbon offsets were purchased to counter the small amounts of energy used in editing and production.
Jeremy Marten, VP Group Account Director at WWF agency Draftfcb, said the project captured the imagination of everyone who saw it. “Once we had a short test sequence put together, a lot of people came forward and got involved, searching through archives and donating film clips – it was a very cooperative effort.”
You can see “Carbon Neutral” here: http://www.youtube.com/watch?v=rB1eh4gOUrw
About WWF
World Wildlife Fund Canada (WWF-Canada) was founded in 1967 by Senator Alan MacNaughton, and has become one of the country’s leading conservation organizations, enjoying the active support of more than 150,000 Canadians. As a member of the WWF global network, we actively contribute to the achievement of the organization’s mission: To stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature, by conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable, and by promoting the reduction of pollution and wasteful consumption.
About Draftfcb
Launched in 2006, Draftfcb is a modern agency model for clients seeking creative, accountable marketing programs that build business and deliver a high Return on IdeasTM. With more than 130 years of combined expertise, the company has its roots in both consumer advertising and behavioral, data-driven direct marketing. The agency is the first global, behavior-based, fully inclusive, highly creative and accountable marketing communications organization to operate against a single P&L. The Draftfcb network spans 98 countries, with more than 9,500 employees worldwide, and is part of the Interpublic Group of Companies (NYSE: IPG). The agency’s global corporate leadership team includes Howard Draft, chairman and CEO; Laurence Boschetto, president and COO; Jonathan Harries, worldwide chief creative officer; and Neil Miller, CFO. For more information, visit www.draftfcb.com.
