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ADVERTISING CAMPAIGNS

Together 'Energy Wasting Day'

Agency: Mind's Eye Media

Client: Together

Energy Wasting Day is an April Fool spoof from consumer climate change campaign, Together. 

Research on ‘Consumers, Brands and Climate Change’ conducted in 2007 showed that while there was a growing portion of the population who were seriously committed to becoming greener, 26% responded that message would only get across if it is was "a bit warmer, more fashionable and a lot more fun."

This is the result.

Energy Wasting Day centres around a viral film featuring fictional character ‘Dan Power’.  In the film, Dan revels in wasteful behaviour such as overfilling his kettle, turning up his thermostat and driving a huge 4x4.

Web users who watch the film are encouraged to visit energywastingday.com where Dan reveals more energy wasting tips and there are links to his myspace and facebook pages.

Campaign Director of Together, David Hall, said, "This campaign is an opportunity for us to show people how ridiculous wasting energy really is.

"It will enable us to get the Together message to a much wider audience in a highly entertaining way, to increase traffic to together.com and to communicate some of Together’s very easy and affordable energy saving ideas along the way."

AJR
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