EARTH DEFINITION – THE NEW STANDARD IN STREAMING
Title | EARTH DEFINITION – THE NEW STANDARD IN STREAMING |
Brand | EARTHDAY.ORG |
Product/Service | EARTHDAY.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
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%.