GREENPEACE has unveiled a new short commercial, ‘bottom of the sea @ the top of the world’, created in just 24 HOURS of frenetic work by a crack team and designed to galvanise world support for their efforts to protect the Arctic. This is the second time Trevor Beattie collaborated with Richard Anthony, who he previously worked with on the award winning Big Issue film, winning both a D&AD pencil and at the BTA’s.
The release forms part of GREENPEACE’s larger initiative to protect the Arctic for all life on Earth and save it from the efforts of nefarious oil drillers. It is timed to coincide with the Earth Summit 2012 in Rio de Janeiro. To see the work, click here: http://bit.ly/MTBmdK
GREENPEACE have already attracted rock stars, environmentalists, polar explorers and business leaders to the campaign, and ‘Bottom of the sea @ the top of the world’ marks the final and most important step: stirring up citizens whose earth is under threat. The commercial will be released online at noon UK time (www.SaveTheArctic.org) on Thursday 21st June and subsequently blasted into the viral stratosphere by a colossal social campaign driven initially by top tweeters from their celebrity campaign backers.
Production of the commercial was headed up by an unprecedented collaboration between BMB founding partner and industry behemoth TREVOR BEATTIE and IM LONDON, who in turn brought in SKIN FLICKS, who are know for their emerging talent. The actor John Hurt did the voice over and the music was from Icelandic composer Johann Johannsson.
The project also enlisted iM London’s JULIA REED. The company offers the commercial industry a serious proposition to work with award winning feature talent from around the globe. iM London was responsible for piecing together the jigsaw. Julia turned to her good friend John Hassay, Exec Producer at Skin Flicks for help, and between them came up with film director, Richard Anthony.
The project was drawn together by Borkowski’s new collaborative consultancy Borkowski.do, which works with brands of all kinds at the highest level to tool narratives which inspire the crowd, and avoid the blanket communications processes which are increasingly becoming the norm.
24 hours of round the clock work has resulted in a film for the New Economy: instant, pertinent, raw and powerful.
PAUL MCCARTNEY, PENELOPE CRUZ, ROBERT REDFORD, the world’s biggest boy band ONE DIRECTION and dozens of other famous names are demanding that the area around the North Pole be protected by the UN as a global sanctuary and the Arctic be made off-limits to industrial polluters. The figures from across the world include SIR RICHARD BRANSON, PEDRO ALMODOVAR, THOM YORKE, EMILY BLUNT, BAABA MAAL, LUCY LAWLESS, JAVIER BARDEM, Slumdog Millionaire star DEV PATEL and some of CHINA’S MOST FAMOUS MUSICIANS.
Julia Reed of iM London said:
'My passion is sourcing the best people to make amazing commercials, and sometimes it can be a challenge. On a project like this, however, the filmmakers I approached couldn't wait to be a part of something so unique and ambitious. This was true collaboration: with no time or money everyone had to chip in.’’ “ For Reed is was an obvious choice to reach out to John Hassay at SkinFlicks, who has one of the best eyes in the business for emerging talent and his ability to support them. Chris Massey, Producer and Head of Production for Skin Flicks did a stellar job in coming up trumps on every curve ball that was thrown in his direction”. Reed said “ it is unusual for production companies to collaborate in this way , but when projects are as important as Greenpeace, politics are not an issue” “both iM London and Skin Flicks share the same repping company Enid who were instrumental in suggesting the director”.
Trevor Beattie, lead creative on the commercial and founding partner of BMB, said:
‘There's nothing like a 24 hour deadline to focus the mind, and "24 hours to save the planet" is the stuff of Flash Gordon. Greenpeace are genuine activists, they're in a hurry. Their sense of urgency is infectious, and the argument is extraordinary and terrifying: We're burning our home to help heat our home. Our job was to illustrate this insane vicious circle as clearly and rapidly as we could.’
John Sauven, Executive Director of Greenpeace, said:
'This is one of Greenpeace’s biggest campaigns and one that relies, above all, on the participation of people from across the world who feel strongly enough about the future of our planet to actively take a stand. In creating the commercial in 24 hours we started a collaborative, frenetic process that will carry this movement right to the top of the world'
This week The Economist in a 14 page special report on the Arctic said that "The Arctic, no longer distant or inviolable, has emerged, almost overnight, as a powerful symbol of the age of man." This commercial has come just in the nick of time. The Arctic is warming twice as fast as the rest of the planet. The consequences, especially for the world’s poorest who are most vulnerable to climate change, will be dire unless we all raise our voices now. The first thing we want people to do after watching the commercial is sign on to the Arctic scroll.