We've all heard about the effects of climate change on our environment and the world around us, whether we want to believe it or not. This semester, I am enrolled in BADM 4950 - a course about ethics and sustainability, where we evaluate different viewpoints about the world today. When I stumbled upon this advertisement, I was intrigued. Not many companies are advocating for using green energy in such a bold and moving way. Danish power company, Orsted, teamed up with Wieden + Kennedy Amsterdam to release an interactive film and website about green energy. Orsted has recently rebranded into using less fossil fuels and more green energy to provide cleaner power for all. Since 2006, they have reduced their use of coal by 73% and plan to abandon it in total by 2023.
The interactive website allows visitors to describe what "home" means to them, by filling in three prompts for things like "Home is my...", "Home is where I feel...", and "Home should be...". Once filled out, you may view a "personalized" video that demonstrates what home means to you - comfort, peace, friends, etc.
The video then transitions into footage of severe climate damage. People looking sad and depressed as the world around them changes drastically and destroys their homes and communities. It concludes with a voiceover that states, "Our Home is at risk." Orsted aims to get people to switch from fossil fuel (black energy) to green energy. Our homes around us are being destroyed at a fast pace due to the extreme use of fossil fuels.
I think that this type of advertising struck me because firstly, I have never really thought about having an interactive film. While this is a Danish company, I believe in the work that they are doing, and I want them to succeed. When you first interact with the film, you think about what your physical home means to you. But as the video ends, you begin to think more about what the whole world as a home means to you.
As an advertisement, I think this is a clever way for people to think more about climate change and the type of energy they use. By making the website interactive, viewers are already more engaged and more likely to watch the video through. Furthermore, I truly believe in the cause and hope that this video reaches other people too. Not only is it a relevant topic for many parts of the world, but it is an urgent topic that people should be more educated and aware of.
Create your own video here: http://loveyourhome.orsted.com/