Earth Hour campaign focuses on the impact of global warming on Australia farms
Earth Hour 2015 is encouraging people to turn off their lights to show support for the future of Australia’s farms and food supply in this year’s campaign for the environmental awareness stunt that paints a grim picture of the impact of global warming on Australian farms.
Created by Leo Burnett Sydney, the ad juxtaposes a young girl’s narration about what Australia is like, with lots of trees and birds, with shots of dry and parched farmland. It ends with the tagline ‘switch off for the future of Aussie food’.
Andy DiLallo, Leo Burnett Sydney chief creative officer, said: “Food has thepower to bring people together. This campaign taps into that – bringing people together to give their voices and support to the need to protect and preserve the future of Australian food and the farmers who provide it.
“By encouraging people to ‘dine in the dark’, we can shine a light on the plight our farms – and our country – face. As an agency, we are proud to contribute to help raise and continue conversation and education around this vital issue.”
The campaign will run across TV, digital, radio and outdoor in the leadup to Earth Hour on Saturday March 28 at 8.30pm.
Anna Rose, head of Earth Hour with WWF Australia, said: “All Australians are proud of our farmers for feeding the nation, but they are on the frontline of rising temperatures and more extreme weather. Flooding, drought, fires and changes in pests and weeds are affecting the farms that supply 93% of the food we eat.”
Earth Hour began in Sydney in 2007 as a project of WWF-Australia to raise awareness of the effects of climate change.
Credits:
Leo Burnett
- Chief Creative Officer: Andy DiLallo
- Executive Creative Directors: Vince Lagana & Grant McAloon
- Copywriter: Curt McDonald
- Art Director: Claus Stangl
- Producer: Rachel Rider
- Group Business Director: Belinda Drew
- Business Manager: Rachel Bean
- Strategic Planner: Nicky Bryson
Collider
- Director: Angus Forbes
- Producer: Olivia Hantken
- Voice Casting: EarCasting
- Voice Directing: Eardrum
- Music Composition: Songzu
- Sound Engineer: Abigail Sie
WWF
- Marketing & Engagement Director: Cristel Leed
- Earth Hour National Manager: Anna Rose
- Communication and online campaign manager: Samantha Webb
- Climate Change campaigner: Reece Proudfoot
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Great campaign, consistently bringing global warming to the mainstream. Interesting to see the ‘protect the farm’ approach as well.
However I hope the connection between livestock industries and global warming will also be made. After all, the Intergovernmental Panel on Climate Change 2014 report, “Mitigation of Climate Change”, found that 70% of agricultural emissions come directly from livestock – and about 37% of total worldwide methane emissions. That is a massive issue and clearly one that needs to be addressed when talking about climate change.
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Actually EB, recent figures from Melb Uni have the figure at around 50%. That is, Australia agricultural livestock is responsible for 50% of methane emissions. To put this in context, the global transport sector is responsible for about 13%. Methane from cows is 21 times more potent in terms of its impact on the climate than exhaust from cars. This makes commercial agriculture one of the biggest contributors to global warming on the planet.
If this initiative is serious about food security, it would encourage people to switch to a plant based diet.
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White night keeps on getting bigger, consuming more energy. Earth hour keeps on getting smaller, deferring energy usage.
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The amount of craft in this puts those woolies ads to shame.
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