If current generations don’t care about the future of our planet, ask yourself - with Fred & Farid Los Angeles - who will?

von Maud Largeaud , AdForum

 


  • What was the brief of the campaign?

Historically, mainstream society has found it all too easy to brush off the effects of climate change as some distant possibility. Many assumed climate change was a political exaggeration, or a hypothetical problem to be solved in the very distant future. Either way, climate change was far off the radar and has consistently been pushed to the back of the social agenda.

How could Fridays For Future use this skepticism, this denial, and these fake arguments to announce the next Global Climate Strike on March 25?

 

  • Who is finally the target of the film? Youth, their parents, skepticals?

Tackling skepticism with humor, the Fridays For Future PSA is meant to talk to all the people (youths and adults) willing to engage and take action about climate change.

Fridays For Future is a global climate movement that was launched in August 2018, when Greta Thunberg began a school strike for climate change. Since then, Fridays For Future has become a global initiative, uniting people in over 100 countries to protest outside local parliaments and city halls, and spreading the word about the seriousness of our planet’s situation – all in a shared effort to awaken the world’s people and motivate every human to take action and fix climate change, now.

 

  • How did you cast the pre-teens? Are they involved in the movement?

The director with her producer started an open casting in greater Los Angeles mixing street casting and agents. In just a few days the cast was complete… The pre-teens were all very excited to take part in this campaign for Fridays For Future US and engage in the global Climate action.

 

  • How do you spread the word? How is the campaign broadcast?

Friday For Future is a global social movement, the communication is designed for digital & organic spread. Earn media plays a big part at launch, completed by global and local actions of the multiple branches of the movement. The campaign is organically broadcasted on youtube, instagram, fb, tik tok…


  • The craft with the fish-eye effect is surprising. How this direction has been chosen?

In the film, kids skateboard, sing and pose like influencers… Although the energy is lighthearted, enriched with the flair of a ‘90s public service announcement, the message at its core is paramount. We need to turn familiar apathy into serious concern, and serious concern into immediate change. The use of the fish eye, the natural light, the colorful wardrobe, set design elements and the exhilarated pace of the film contributed to give a unique Gen Z x 90’s flair to the campaign.

 

  • It's the 5th collaboration with Fridays for Future for this agency. Does it impact the agency "behavior"? How is the agency involved in climate change fight?

“We Don’t Care” is the 5th pro bono campaign done by FRED & FARID Los Angeles for Fridays For Future. In 2020, FRED & FARID Los Angeles illustrated Greta’s Thunberg metaphor in the spot “House on Fire”. In early 2021, on the day that NASA’s Perseverance Rover touched down on Mars, Fridays For Future U.S. and FRED & FARID Los Angeles unveiled “1%” – a satirical tourism ad for Mars, to awaken the 99% of humans who will have to stay on Earth. And in September 2021, for Fridays for Future’s Global Climate Strike, FRED & FARID launched “The Denial”, a film to illustrate our global denial about the climate crisis, in which a man was simply running into a wall.

At a group level, we dedicate 25% of our time to non-profit organizations that help move society forward. We invest time, money, and creativity with the aim to better society for everyone. Our work supports LGBTQIA2S+, Hispanic, Black and Asian communities across the world, and all topics supporting inclusion. While we also specialize in the development of CSR campaigns and DEI solutions for brands, we believe transformations for good can happen anywhere and lack of resources shouldn’t hold us back from potential collective change. 

 

FRED & FARID Los Angeles
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Los Angeles , Vereinigte Staaten von Amerika
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