ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Craft in Motion / Film / Use of Music / Sound
Annual ID
ADC102_MOT068M
About the Work
Year after year, the climate crisis gets worse. While we await extreme intervention and change at a federal, international, or even local level, extreme weather events are only getting more devastating, more frequent, and more fatal. In 2020 alone, California experienced five of the six largest fires in state history, cumulatively emitting over 100 million metric tons of carbon dioxide into the air. And in 2021, California wildfires burned over 2.2 million acres of land, the carbon emissions equivalent of over 16 million gas powered vehicles driven in one year. To highlight these tragic facts, Fridays for Future set out to expose the severity of wildfires and their impact on one of the most iconic states in America.
Off the tailend of the Mosquito Fire in Northern California — which burned 76,290 acres from early August through September 19th — Fridays for Future released the film “I Love You, California.” Inspired by the state’s anthem of the same name, the film shows shot after shot of the Californian landscape in the aftermath of wildfires past: the charcoaled skeletons of pine trees, the singed grape vines, and even the wildlife directly impacted. While watching these horrific scenes, we hear a somber yet powerful cover of the state song, sung by the agency's own Jr. Art Director, a second-generation California native. Painting an earnest yet desolate picture of the potential future of our planet, the spot illustrates the importance of taking swift, serious global action in order to save the land we have left.
PR STATS:
Over 25 articles / International Coverage / Audience: +86,7 Millions Global Readership
Featured on the front page of The Guardian on D Day
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
FRED & FARID / Los Angeles
Client / Brand
Fridays For Future US
Chief Creative Officer
Fred & Farid
Creative Director
Chelsea Steiger
Nicolas Berthier
Executive Producer
Amanda Van Caneghem
Agency Supervisor
Jules Chaffiotte
Audio Mix
Sam Casas
Creatives
Kiyomi Morrison
Ciana Alessi
National Coordinator
Katharina Maier
Voice
Kiyomi Morrison
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