EARTH DEFINITION – THE NEW STANDARD IN STREAMING

TitleEARTH DEFINITION – THE NEW STANDARD IN STREAMING
BrandEARTHDAY.ORG
Product/ServiceEARTHDAY.ORG
Entrant HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL, PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
PR BE ON (AOL NETWORKS) Copenhagen, DENMARK
Production MIGHTY NICE Sydney, AUSTRALIA
Post Production JSM MUSIC New York, USA
Credits
Name Company Position
Simon Robson North Boy South Director
Adam Kerj Hjaltelin Stahl Chief Creative Officer
Søren Brix Hjaltelin Stahl Executive Client Director
Lasse Vintersbølle Hjaltelin Stahl Senior Creative
Tim Pashen Hjaltelin Stahl Senior Creative
Karl Kristian Krarup Kjaer Hjaltelin Stahl Senior Creative
Nicolai Dimon Hjaltelin Stahl Senior Creative
Line Kirstine Hjaltelin Stahl Digital Creative
Mads Clausen Hjaltelin Stahl Senior Creative
Rasmus Frandsen Hjaltelin Stahl Digital Creative
Sofia Brockenhuss Hjaltelin Stahl Senior Account Manager
Jacob Benzon Hjaltelin Stahl Digital Director
Robert Preuss Hjaltelin Stahl Influencer Consultant
Mads Husted Hjaltelin Stahl Social Specialist
Andreas Langpap Hjaltelin Stahl Social Specialist
Isabella Sofie Nielsen Yahoo PR Client Director
Troels Ringsted Yahoo PR and Research Lead
Jan Jakob Holm-Webe Yahoo Head of Delivery
Tina Braham Mighty Nice Head of production
Diana Angelius Mighty Nice Producer
Jeremy Howdin Mighty Nice Head of Studio
Oliver Abbott Mighty Nice Design
Tessa Eden Mighty Nice Model
Michael Shiao Chen Mighty Nice Model
Duncan Maclaren Mighty Nice 3D Animation
Michael Shiao Chen Mighty Nice 3D Animation
Bonnie Forsyth Mighty Nice 2D Animation
Max Wanniaratchy Mighty Nice 2D Animation
Trent Rogan Mighty Nice Light & Render
Gary Fouchy Mighty Nice Composite
Joel Simon JSM Music CEO/CCO/Co-Composer
Jeff Fiorello JSM Music VP/Executive Producer
Rebecca Riter JSM Music Co-Composer
Norm Felker JSM Music Producer
Sharon Cha JSM Music Producer
Andrew Manning JSM Music Producer

Why is this work relevant for Integrated?

In the days leading up to Earth Day, we targeted streaming services with personalized messages on their social platforms, asking them to play their part. We also created an educational video that showed people how to lower their carbon footprint. The video was designed to emit as little as possible and was only available in Earth Definition. The video was also broadcast on a big screen at the Earth Day Live event, in front of the US Capitol. The campaign directed people and streaming services alike to the site earthdefinition.org, where they could find further details and expert quotes.

Background

Every day, 1 billion hours of YouTube is being watched. According to recent scientific reports, the carbon emissions of YouTube alone, equate to 10 million metric tons of CO2e per year. And that’s just YouTube. By 2022, 82% of all Internet traffic is predicted to consist of video. Without even realizing it, we’ve created the most alarming and fastest growing category for carbon emission. And we’re doing nothing to reduce it. Scientists at the UK's independent scientific academy, Royal Society, say streaming HD on a phone generates up to 8 times more emissions than standard definition (SD). In other words, reducing resolution can reduce carbon emissions. And, on smaller mobile screens, the viewer can barely notice the difference. But how do we get people to realize this?

Describe the creative idea

Earth Definition. A rebranding of Standard Definition, as a green alternative to higher resolution. A small change that could save could cut emissions from streaming services by up to 5%. The campaign asked the big players in video streaming to lower their resolution to Earth Definition, and a film in 480p, designed to emit as little as possible, taught people how to do it themselves with only a few clicks.

Describe the strategy

In the days leading up to Earth Day 2021, we targeted the various streaming giants with personalized messages on social platforms, asking them to play their part. We knew they probably wouldn’t answer, so we created an educational video in advance that showed people how to do it themselves. Besides being broadcast on a big screen at the Earth Day Live event, in front of the US Capitol, the video was uploaded on several social platforms – including YouTube, Vimeo and Facebook. The campaign directed people and streaming services alike to the site earthdefinition.org, where they could find further details and expert quotes. In the days after, we rewrote the streaming giants, reminding them that every day is Earth Day.

Describe the execution

In the days leading up to Earth Day 2021, we targeted the various streaming giants with personalized messages on social platforms, asking them to play their part. We knew they probably wouldn’t answer, so we created an educational video in advance that showed people how to do it themselves. Besides being broadcast on a big screen at the Earth Day Live event, in front of the US Capitol, the video was uploaded on several social platforms – including YouTube, Vimeo and Facebook. The campaign directed people and streaming services alike to the site earthdefinition.org, where they could find further details and expert quotes. In the days after, we rewrote the streaming giants, reminding them that every day is Earth Day.

List the results

The streaming services never responded, but we gave people the power to do something about it themselves. Experts have suggested that switching to standard definition could cut emissions from streaming services by up to 5%.