For Earth Day (April 22), Greta Thunberg’s Climate Organization Fridays For Future launches “Our House is on Fire”, by Los Angeles Creative Agency Fred & Farid
As the world stays home to stop the spread of coronavirus, we have seen a temporary decrease in carbon emissions. Meanwhile, government agencies seeking to quickly jump-start the economy will work to further reduce regulations, clearing the way for polluters to destroy the delicate balance of the Earth. Scientists have long voiced concerns that climate change does not just impact the environment, but also our health by increasing rates of infectious disease. Until we address the issue of climate change on a global scale — we’ll be facing new and more damaging pandemics for years to come.
As we approach hurricane, flood and fire season in the US, the cascading disasters will only get worse. All of these things are connected and it’s more vital now than ever to continue this fight. The public wants a radical response to climate change with the same urgency as we're seeing for the coronavirus.
According to the IPCC (Intergovernmental Panel on Climate Change), we are less than 12 years away from not being able to undo our mistakes. In that time, unprecedented changes in all aspects of society need to take place, including a reduction of our CO2 emissions by at least 50%.
This new spot by LA based creative agency Fred & Farid Los Angeles (founded by Fred & Farid) portrays a family in their morning routine acting as if everything was normal, despite fires burning all around their house. The campaign is inspired by the famous quote from Greta Thunberg, the founder of Fridays For Future. During her speech at the 2019 World Economic Forum in Davos she said : "I want you to act as if our house is on fire. Because it is”. At the same event the following year Greta Thunberg repeated her plea “Our house is still on fire and your inaction is fueling the flames by the hour.”
Joe Hobbs, Organizer at Fridays For Future US (fridaysforfuture.com): "We believe it's time people realize that climate change isn't going to happen, but that it's already happening. You may have become accustomed to it, but it's a serious problem we face on a daily basis. Unfortunately, we’ve moved past the time where it’s enough just to be worried. We need an immediate collective action. We hope that by watching this video people will realize they need to take action now, instead of putting it off until later”.
The “Our House Is On Fire” spot will also open an important digital event for Fridays For Future on April 24. The organization will launch an unprecedented 24 hour climate change livestream, featuring countries from all around the world.
Fred & Farid’s Founders (fredfarid.com): “We are proud to work with Fridays For Future again on this project. This young and highly inspiring organization founded by visionary activist Greta Thunberg is making a huge impact and our agency is honored to help in any way that we can.”
For the film, Fred & Farid partnered with Andrew Bruntel (Director) Ways & Means (Production), Exile (Edit) Method Studios (VFX) and Company 3 (Color)
This film marks the second collaboration between Fred & Farid and Fridays For Future. In 2019, they worked together to develop a local tourism campaign called "Local Warming”, revisiting vintage tourism posters from across the world, revealing what they would look like through the lens of today’s climate change reality.
Discover the film here: https://youtu.be/eT32UFzA7E8
Download the film in HD here: https://wdrv.it/71e65865e
Download HD screenshots here: https://fromsmash.com/wdxwN6FSf6-gt
CREDITS / “OUR HOUSE IS ON FIRE”
BRAND: Fridays For Future
BRAND SUPERVISOR: Joe Hobbs
CREATIVE AGENCY: FF Los Angeles
CHIEF CREATIVE OFFICERS: Fred & Farid
COPYWRITER: Radouane Guissi
ART DIRECTORS: Radouane Guissi, Chelsea Steiger
AGENCY SUPERVISOR: Jules Chaffiotte
AGENCY PRODUCER: Amanda Van Caneghem
PRODUCTION COMPANY: Ways & Means
EXECUTIVE PRODUCER: Lana Kim & Jett Steiger
PRODUCER: Shawn Loh
DIRECTOR: Andrew Bruntel
DIRECTOR OF PHOTOGRAPHY: Pat Scola
CASTING DIRECTOR: Hayley Simpson
PRODUCTION DESIGNER: Robert Fox
WARDROBE STYLIST: Laura Francis
HAIR & MAKE UP: Mira Cho
EDITORIAL: Exile Edit
EDITOR: Kyle Brown
SOUND DESIGN / MIX: Colin Alexander
VISUAL EFFECTS: Method Studios
VFX EXECUTIVE CREATIVE DIRECTOR: Ben Walsh
LEAD FLAME ARTIST: Matt Welch
VFX EXECUTIVE PRODUCER: Scott Boyajan
VFX SENIOR PRODUCER: Pip Malon
HEAD OF GROUP COMMUNICATIONS, Fred & Farid