I do. You must – surely?
London agency, Don’t Panic, has created some strikingly original cause work over the years. This cinematic action drama for Friends of the Earth must be its crowning glory so far.
Watch without inside information to lessen its impact:
The 90-second film, We’ve all been there, riffs off the results of a national YouGov poll* in January 2020. More than 70% of the UK’s 18-24 year old population is not only worried, but anxious about climate change and that very many Brits are concerned that they, and their local councils, are not doing enough to help the environment.
The campaign, Take Back Tomorrow, encourages people that their concerns are the norm. That’s an important insight by the agency. It also directs its audience to tangible solutions that are easy to adopt – reassuring them that there is a real plan to tackle the climate crisis.
“What we do in the next few years will determine the future of our world. We know the solutions to climate chaos and there’s still time to act… just. We need to work together if we’re to convince our government to legislate against climate chaos,” stated Aaron Kiely, climate campaigner for Friends of the Earth.
“As the group of people most likely to see the worsening effects of climate chaos, it’s not surprising that a surge of younger people is increasingly concerned, especially in the face of government inaction.”
Eco-anxiety is replacing eco-complacency. Everyone is beginning to feel it – forgetting to take your water bottle to the gym, leaving your reusable supermarket bags at home, forgetting to use the recycle bin at lunch. The film uses hyperbole to make these concerns matter. To make them normal. To encourage others to get on board. To make the message stand out.
Rick Dodds, creative partner, Don’t Panic, noted, “One of the most telling elements of producing this idea, is how everyone on the crew identified with the issue. Everybody had a story about feeling eco-anxiety over one thing or another. Jasmine Jobson really embodied it, and she was simply brilliant – throwing herself into chase scene after chase scene over three, freezing cold nights in South East London.
“From the off we didn’t want this to feel like a typical charity film. We wanted to create a high-intensity, Hollywood-esque chase scene that got pulses racing. The more dramatic we made it, the more humour there would be in the reveal; it was all for a plastic bottle she’d put in the wrong bin.”
Production house, Stink Films, put an A-list team together, with rising star director, Eoin Glaiste,r partnering with one of the industry’s finest DOPs, Fabien Wagner (who shot episodes of the final season of Game of Thrones and DC Comics Justice League). Shot using an Arri Alexa mini, the fast-action shots were filmed with the help of a rickshaw, mori and a Maxima rig. For the bridge scene, a deserted road in the former Olympic park was used, and a stunt double took the plunge for Jasmine.
“This was a dream job from the get go: a chance to get stuck into some gritty genre proper, a cracking punchline and all for a good cause,” commented Eoin Glaister, director at Stink Films. “Given that I am now writing this from the comfort of the Stink offices and am no longer stood beside a motorway in the freezing cold at 4am, I can safely say it was an utter joy to shoot and the crew enjoyed every last second of it. Jokes aside, we were extremely lucky to pull the crew we did, a level of expertise usually reserved for blockbusters”.
The film is running across Facebook, YouTube, Instagram and Twitter Friends of the Earth’s wider climate campaign, #TakeBackTomorrow, wants people to discover the power of collective action by signing up. Those who do receive a toolkit of practical suggestions, including ideas on how to make changes at home, government petitions and everything needed to start campaigning in their community.
*Survey data from YouGov Plc. Total sample size was 2,024 adults. Fieldwork was undertaken 3 January 2020. The survey was carried out online and figures have been weighted and are representative of all GB adults (aged 18+).
Creative Agency: Don’t Panic
Creative Partner: Rick Dodds
Creatives: Madeline Charles, Jake Moss, Manuel Fleitas & Alex Allmeida
Graphic Designer: Ellen Crowther
Managing Director: Joe Wade
Senior Account Manager: Kath Lewis
Senior Project Manager & Producer: Jennifer Clare Houlihan
Senior Engagement Strategist: Florence Auckland
Production Company: Stink Films
Director: Eoin Glaister
Producer: Martha McGuirk
Production Manager: Georgia Eyers
1st AD: Gareth Tandy
DOP: Fabian Wagner
Art Director: Sean Hogan
Editor: James Forbes-Robertson
Producer: Polly Kemp
Edit Assist: Solène HenryPost Production: Unit
Executive Producer: Alison Wendt
Grade: Denny Cooper
VFX Artists: Milo Paterson & Scott Ryan
Audio Post-Production: GCRS
Sound Designer: Aaron Taffel
Producer: Molly Butcher
Composer: Conor O’ Brien
Music Consulting: Abla El-Sharnouby & Tom Simpson @ 5 Missions More