Wieden + Kennedy ad brings the dangers of global warming closer home

A world run entirely on green energy! That is the message Danish power company Orsted and agency Wieden + Kennedy convey in this latest interactive ad. Orsted is the new name for Dong Energy. This ‘personalised’ ad film – hosted on the Orsted website’s home page - is part of the post-rebranding process.

“Home means different things to different people. What does it mean for you?” asks the interactive ad, giving out a series of predetermined words. The words range from oasis, privacy, grateful, musical, content to awesome, crowded, exciting and maintained, among others.

The film begins with the voiceover soothingly repeating the words chosen. Gradually, the tempo changes as the footage grows scarier. Scenes of happy families and peaceful living-room meditations give way to raging hurricanes and tornados, shell-shocked residents wandering through flood wreckage, and wildfires blazing across forests.

The frame cuts to a view of Planet Earth from outer space. “Our home is at risk,” says the voiceover. “Today, over 80 per cent of the world’s energy comes from fossil fuels.”

But there is hope, continues the voiceover as pictures of gentle oceans, solar panels and wind farms appear. “For the first time in history, green energy is cheaper than black.” The idea is to make the threat of global warming feel more immediate and emotionally gripping.

Source : http://www.adweek.com/brand-marketing/no-home-is-safe-in-wieden-kennedys-intriguing-interactive-climate-change-ad/#/