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Editor’s Pick. EDF Energy ‘It’s not easy being green’

Agency: Euro RSCG

Client: EDF Energy

In the age of it’s not what you say, but what you do, EDF Energy have come up trumps with their latest ad.

Carrying the message of EDF Energy’s commitment to reducing the carbon intensity of its electricity production by 60% by 2020, the energy efficient ad is composed entirely from recycled film clips.

It features a range of clips each specifically chosen to convey a green message including visuals of flood scenes, an excerpt from JFK’s speech stating that our (environmental) problems are man made, as well as a clip from a Government advert urging consumers to watch their meter.
 
The soundtrack featured in the advert, “It’s Not Easy Being Green”, has been adapted from the original version written by Joe Raposo for Sesame Street in 1970.

With the strapline “Save Today. Save Tomorrow” the TV fronts a full multi-media advertising campaign involving print, radio and online media.
 
Chief Operating Officer, Customers Branch at EDF Energy, Eva Eisenchimmel, said, “The advert aims to demonstrate EDF Energy’s commitment to tackling climate change, as well as encourage UK households to take responsibility for their own environmental actions.

“While it may not be easy to change behaviour over night, it’s up to everyone to become part of the solution in helping combat climate change. The strapline in the advert; ‘Save Today. Save Tomorrow’, encapsulates the importance of all our actions for future generations.”

AJR
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