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08.12.08
World Wildlife Fund Canada "Carbon Neutral" TV spot
TV/Radio Commercials, Public Service
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 assemblage of seemingly unrelated words that create a message about how to fight global warming. The spot employed a low-emissions working style—using everything from online collaboration to public transit. It was also subjected to an emissions audit by a consulting engineer and carbon offsets were purchased to counter the small amounts of energy used during editing and production. The message? Imagination can save our planet.
Joe Piccolo/Chris Taciuk, art directors/writers;
Robin Heisey/Joe Piccolo/Chris Taciuk, creative directors;
Judy Hamilton, producer;
Johnny Devries, School Editing, editor;
Ted Rosnick, Rosnick MacKinnon, audio;
Steve Lapp, Lapp Renewables, environmental consulting engineer;
atmosfair.com, carbon offsets.
www.draftfcb.comwww.wwf.ca