Earth Day lights a fire under climate change awareness

This year Earth Day falls in the middle of the Covid-19 virus outbreak, a health emergency that has affected the whole world. 

But underneath this crisis, the problems of climate change, another global issue, persists. As the world stays home to stop the spread of the coronavirus we have seen a decrease in carbon emissions but, say many, this is doomed to be a temporary improvement if we return to our old ways once the world starts to emerge from its health-induced shut-down.

This new spot by LA-based creative agency FF, founded by Fred & Farid, aims to remind us of the dangers posed by climate change and the battle ahead that still needs to be waged.

Our house is still on fire and your inaction is fuelling the flames by the hour.

The spot, directed by Andrew Bruntel through Ways & Means, features a family during their morning routine, acting as if everything is 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, when, 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 fuelling the flames by the hour.”

The video was produced in Los Angeles in mid-February with the footage of the house and family shot without any fire. The team then shot additional footage of the fire in a controlled environment and later, in post production, Method VFX worked to bring all the elements together.

“We are proud to work with Fridays For Future again on this project," said Fred & Farid, FF's Founders." This young and highly inspiring organisation founded by visionary activist Greta Thunberg is making a huge impact and our agency is honoured to help in any way that we can.”