If we all cared enough, every day would be Earth Day, and for a growing number of concerned global citizens, it is. For others, recognized Earth Day (22 April) is a day to take action and call attention to Mother Earth.
Year-round efforts from brands and organizations do occur throughout the year, and some use the day – which was founded in 1970 by US senator Gaylord Nelson after witnessing the ravages of the 1969 massive oil spill in Santa Barbara, California – as a catalyst to promote their efforts.
Others see it as a good day to raise funds for their respective causes or just guide a little more attention their way.
Consumers care about how brands address environmental and social issues, so brands that get it right can reap the benefits: recent data from social media management software company Sprout Social found that brands that make smart connections with consumers via corporate responsibility campaigns can move the needle.
The data found that 71% of consumers agree environmental issues are a socio-political topic that brands should talk about to unite people on social, and 81% of consumers think there is an appropriate time for brands to address environmental issues.
Take a look below at Earth Day campaigns ranging from Apple's bold iPhone-shot video to the National Forest Foundation's recycled coffee table book.
: 'Don't Mess With Mother'
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Date: April 2019
To celebrate the intensity, color, action and vibrancy of our world, Apple is upping the ante on mobile-shot videos with ‘Don’t Mess With Mother,’ an action-packed ode to the globe in time for Earth Day.
The sheer power of Mother Nature is shown in up-close action with scenes one might not think could happen when shooting from an iPhone. From mighty ocean waves to electrifying bolts of lightning, to the animals above and below sea, the beauty and unexpected nature of the planet inspires and impresses through this video.
The ‘Shot on iPhone’ footage was taken in nine countries around the world, each showcasing a magnificent side of nature.
Apple commissioned a skilled group of professional filmmakers from Camp4 Collective, best known for the winning Sundance Film Festival documentary Meru, to capture Mother Earth in all her glory on iPhone XS.
Each individual has a personal passion for preserving and protecting the environment, and the team went to painstaking lengths to capture the earth through the lens of the iPhone.
The film starts with colorful images of animals like seals, reef fish, owls and elephants before a cascading avalanche sets a seriously edgy tone. As the music ramps up – set to the track Last Rites by Megadeth – the action kicks in as alligators hunt, snakes rattle, lightning strikes, volcanoes explode and horses nearly trample the viewer. It’s a film that sometimes reaches out to grab and nearly bite the viewer (see the shark footage), while reminding humans to respect the planet.
‘Don’t Mess With Mother’ debuts on broadcast television leading up to Earth Day. It is noted at the end of the film that additional hardware and software was used in the making of the film, but that doesn’t distract from its action.
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: 'Pure Gold ad blocker'
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Date: April 2019
In celebration of Earth Day, Michelob Ultra Pure Gold is taking an unusual approach against disruptive banner ads with the launch of its own ad blocker that replaces ads with idyllic photos of nature. When users click the nature photo they’ll be redirected to a site for a nearby park, making it easier than ever to find ways to get outside and in nature this Earth Day.
On average, a consumer sees 5,000 ads per day so it’s no surprise that ad blockers have soared in popularity in recent years. In fact, in 2018 one-quarter of Internet users were blocking ads on their connected devices.
Pure Gold’s ad blocker supports the USDA-certified organic beer’s mission of helping people reconnect with nature, and comes fresh off the heels of campaigns such as the brand’s ASMR-style Super Bowl commercial starring Zoe Kravitz and a partnership with mindfulness and meditation experts, The Big Quiet at SXSW.
The app will be available for download via the Google Chrome store beginning April 22.
Credits:
Agency: Laundry Service
Brand: Michelob Ultra Pure Gold
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: 'Proud to Be Green'
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Date: April 2019
SodaStream International, the sparkling water brand, presents its 'Proud to be Green' Earth Day Challenge. As part of its ongoing effort to reduce the use of single-use plastics, this Earth Day SodaStream is helping 'Greens' go even greener. Whether it's a given name such as Green, Green(e) and Greenberg or a hometown from Greenville to Greenwich, SodaStream wants everyone to be proud to be green and reduce their use of single-use plastics.
From Green Bay to Greenwich, this Earth Day SodaStream is committed to helping the more than 70 cities and towns across the US live up to their "Green" names, beginning with public buildings in their communities. SodaStream is challenging these local "Green" municipalities to reduce single-use plastic. In addition, SodaStream will offer any "Green" town buildings with SodaStream machines, so no one goes without their favorite beverages.
Municipalities can show their commitment to the cause by posting an Earth Day badge on their website or social media channels. The brand encourages people to go to ProudToBeGreen.sodastream.com to make their community greener.
To celebrate all "Green" residents, SodaStream is also offering local residents in all "Green" towns an exclusive 50% off discount for a special 48-hour-long promotion starting April 22, only at SodaStream.com.
For the millions of Americans living up to their "Green(e)" last names on social media, SodaStream is celebrating Earth Day by giving away limited edition green SodaStream machines. Visit SodaStream on Facebook and Instagram to share the green lifestyle.
For those who are not named Green, for the entire month of April SodaStream is giving an additional 30% off all products at participating SodaStream retailers across the country.
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SodaStream
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: 'Earth Day Should Be a National Holiday'
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Date: April 2019
The North Face is activating 'Explore Mode' in major cities leading up to Earth Day. Throughout the week, The North Face partnered with musicians, artists and culinary influencers to host a series of one-of-a-kind experiences that encourage people disconnect digitally and engage with their surroundings.
The week culminated with The North Face and 15 organizations around the world partnering to launch a global Change.org petition to make Earth Day an officially recognized holiday. The North Face will also shut down 113 stores in the US and Canada, as well as its global headquarters on Earth Day to provide opportunity for employees to disconnect and explore.
The North Face partnered with influencers including singer and songwriter Ella Mai, chef Angela Dimayuga and model and activist Gabrielle Richardson to host bespoke events in New York City that will reflect the brand’s spirit and the mindset of exploration in music, food and art, along with encouraging exploration in the outdoors. These experiences were only accessible to those who put down their phones and digital devices to be present in the moment.
Explore Mode experiences are rooted in inspiring and enabling people everywhere to unplug from their digital lives and connect in real life to the one another and the world around them.
The brand will also activate Explore Mode in other major cities globally including London, Manchester, Munich and Paris.
Before closing stores, The North Face will also switch its retail locations into Explore Mode where customers can find all the resources they need to spend Earth Day off the grid, exploring the outdoors. Customers who choose to take part in The North Face exploration activities will be rewarded with an exploration kit that includes analog gear to stay present and capture memories without the need for digital devices.
The North Face is committed to social good through programs like the Explore Fund, as well as conservation efforts since its founding in 1966. To sign the petition visit Thenorthface.com.
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: 'Rooted in Love'
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Date: April 2019
As a beer brewed for the great outdoors, Busch is continuing its partnership with the National Forest Foundation for Earth Day 2019.
The brand is introducing Rooted In Love, a premium hard-cover coffee table book made from FSC Certified recycled paper. The book is curated to raise funds for The National Forest Foundation with each page honoring a tree across America with a heartfelt (and humorous) love letter from Busch
Rooted in Love is available for purchase right now for $20, with all proceeds donated directly to the NFF. The book will be available from April 18-30 here with all proceeds going directly to protecting our public lands via the National Forest Foundation. The first 100 people to purchase the book will receive a free audio-visual book via email, with the pages turning to a hilarious voice over of the book.
Busch began its partnership with the NFF in 2018 to help conserve nearly 200m acres of forests and continue to play its part in creating a Better World by 2025. The NFF works tirelessly to protect healthy forests and watersheds across the country, which not only preserves their use for the public but also contributes to high-quality beer by protecting sources of fresh, clean water – a crucial ingredient in creating Busch Beer.
Credits:
Busch
National Forest Foundation
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: 'Maybe this is our last chance?'
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Date: April 2019
Unilever beauty brand Pure Line enlisted FCB Artgroup to find a way to celebrate the brand’s responsible attitude to nature and caring for the natural beauty of women for Earth Day.
In a spot that smartly blends Mother's Day and Earth Day, the agency asked women the question, "If today were the last day to say something to your mother, what would you say to her?"
They then asked the same question, but for Mother Earth.
The result was a touching, surprising and emotional video that reflected Pure Line’s commitment to taking care of nature and the environment.
Credits:
AGENCY: FCB Artgroup
Managing Director - Demet Demiray
Regional Creative Director - Juan Pablo Valencia
Art Director - Juan Pablo Valencia
Art Director - Doniyor Mamanov
Copywriter - Juan Pablo Valencia
Account Director - Rustem Sadvakaskov
Regional Digital Director - Tarlan Useynov
Digital Media Manager - Oleg Kozyrev
PRODUCTION COMPANY: Human
DOP - Editing: Din-Islam Sabyrbay
Producer: Marlen Kapbar
Client: UNILEVER
Ece Bagatur | Marketing Director
Anna Panina | Brand Manager
Olga Mert | Senior Brand Manager
Margarita Khon | Senior Assistant Brand manager
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: 'The Truth is Worth It: Witnessing'
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Date: April 2019
The New York Times has launched a new TV ad on climate change, featuring reporting from correspondent Nicholas Casey and photography from Josh Haner, as part of its 'The Truth Is Worth It' brand campaign. The spot takes viewers through the reporting process that led to their groundbreaking interactive investigation into the impacts of warming seas on the Galápagos Islands.
As the ad shows, the journalists began their reporting by looking into warming temperatures across the globe, which led them to the Galápagos, where they secured permits and lived on a boat for seven days as they explored the Islands’s ecosystem and wildlife. Their research, along with research from scientists, led to the discovery of a number of adverse environmental effects of the warming climate including sea lions dying prematurely, fish disappearing and birds becoming infertile as the seas warm.
The Times has been steadily investing in climate journalism since 2017 with the launch of its Climate desk and the appointment of the desk’s editor, Hannah Fairfield. As reporters and editors on the desk continue to reveal the global effects of climate change and climate policy issues by reporting from all over the world, the team is also expanding coverage to show readers that climate change is personal - like in its interactive on how climate change may impact their hometown, or by offering guidance on what they people can do in their everyday life to help reduce their carbon footprints.
The ad campaign will air on linear and streaming television and across social channels, as well as in The Times in print and online.
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: 'Earth Day Shoe Collection'
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Date: April 2019
Shoe company Allbirds has teamed up with the National Audubon Society to showcase five birds whose existence is threatened by climate change with their new shoe collection.
All of the proceeds from Allbirds' final Earth Day Collection shoe will go to the @audubonsociety.
The company says on its websites that "birds are like nature’s alarm. If something’s wrong, they let us know. And if they’re alright, then we’re all alright. Lately, they’re crying out. That’s why we partnered with the National Audubon Society on a Limited Edition Collection to support several climate endangered birds."
Credits:
Allbirds
Audubon Society
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: 'The Fish'
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Date: April 2019
For Earth Day, Corona and Parley for the Oceans have released a stop-motion animation to illustrate the dangers of marine plastic pollution to wildlife and more importantly, advocate for avoiding single-use plastics, recycling existing plastic or participating in local clean-ups to protect our paradises and help save the lives of animal species.
The memorable stop-motion animation, created by Academy Award nominated animator Adam Pessane, better-known as PES, is entitled ‘The Fish’ and poignantly uses washed-up marine plastic waste to assemble a robot-like fish that is eventually eaten by an opportunistic seagull. The film uses PES’ unique style to deliver a strong message designed to bring the critical issue of marine plastic pollution to a global audience on Earth Day. You can watch the film on PES’ YouTube channel now.
Each year 100,000 marine mammals and turtles are killed by marine pollution and reportedly, 90 per cent of seabirds have plastic in their stomachs. Yet 8 million metric tons of plastic pollution still enter the world’s oceans every year – the equivalent of a dump truck every minute. Earth Day provides a moment to reflect on the impact this plastic has on wildlife and our own well-being.
The release of the video coincides with the launch of a new interactive online portal which highlights Corona and Parley’s ongoing clean-up efforts. To date, the partnership has conducted over 519 clean-ups with 25,808 volunteers in over 15 countries in an effort to protect the brand’s homeland, the beach. At any time, people can visit protectparadise.com to find the latest schedule of clean-ups near them and as the video points out, help save the lives of the wildlife that call paradise home.
Credits:
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Directors: Eric Quennoy, Mark Bernath
Creative Director: Alvaro Sotomayor
Art Director: Anyaa Dev, Riccardo Rachello
Head of Broadcast Production: Joe Togneri
Group Account Director: Courtney Trull
Account Director: Luke Purdy
Account Manager: Marie Lee
Planner: Maria Correa
Digital Strategy Director: Freddie Young
Digital Strategies: Anna Chan
Project Manager: Gabi Moreira
Business Affairs: Akvilina Jaskunaite
PRODUCTION
Production Company: PES Film
Director: PES
Director of Photography: Eric Adkins
Executive Producer: Sarah Phelps
Production Designer: Kyle Arneson
Art Department Lead: Greg Pinsoneault
Animators: Javan Ivey, Alfonso Estrada
Editor: Brian Miller
Sound Designer: PES
Mixer: Dave Wagg, Lime Studios
Post Production: Andrew Babick, VFX Supervisor
Colorist: Juan Cabrera, LightBender
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