Title: Light Bulb (directors cut)
Advertiser: WWF Canada
Agency: DraftFCB, Toronto
Creative Directors: Robin Heisey, Joe Piccolo, Chris Taciuk
Art Directors: Joe Piccolo, Oliver Brooks
Copywriters: Chris Taciuk, Mike Richardson
Agency Producer: Kelly Cavanaugh
VP Group Account Director: Jeremy Marten
Account Director: Nadine McLean
Account Manager: Jessica Jaskula
Interactive: Catherine Baird, Adam Notzl-Keyser
Production Company: OPC, Toronto
Director: Woods + Low
Executive Producer: Harland Weiss Producer: Donovan Boden Director of Photography: Chris Woods
Editor: Johnny Devries, School Editing, Toronto
Audio: Woods + Low
Some words on the "Light Bulb" campaign from Joe Piccolo, Creative Director DraftFTB, Toronto:
A mere five years ago the terms Global Warming and Climate Change were barely understood. In that time, we have gone from lack of comprehension, to understanding and finally to action. While the actions that the average person are taking are vital and important to reducing the harmful emissions leading to this destructive process they really only are a drop in the bucket to what really needs to be done.
In this new campaign from WWF we highlight the importance of making change at the highest level. We explain to consumers that with their support we work with government and industry to get to the core root of the issue. Because after all, an energy efficient light bulb can only be as efficient as it’s made and powered.
Notes on "Light Bulb" from OPC directors Woods + Low:
DraftFCB sent us this script for WWF Canada with a really cool narrative that took us all over the world. The idea was to show how filthy the process of making an environmentally friendly light bulb is. The script follows the production process starting off at a mine in Australia, then to a factory in China, then to a cargo ship across the Atlantic Ocean, then to a transport truck and finishing at a retail outlet in North America where a man is purchasing the light bulb thinking that he is making an environmentally conscious decision.
The original script called for the use of stock footage to give the visuals the international scope they required. Our feeling was that people have become desensitized to most of the same gloomy stock footage showing the negative impacts on the environment, so we came up with the idea of shrinking the world down to a manageable size and to utilize miniatures set against real locations. “Art installations filmed on location” is perhaps the best way to put it and this approach also gave us the opportunity to shoot all original footage. To make the negative impacts of the environment stand out, and to make the spot more visually interesting, we first thought to make the carbon emissions pink and the rest of the footage black and white…we ended up with just the product being pink which won out as a more narrative decision.
Building and shooting miniatures is tough and expensive on a regular budget. Doing it on a PSA budget, with commercial-style turnaround, was nuts and has stretched us in so many great ways we didn't know we could bend. We shot this spot over three days and it was very crucial to us to stay true to and use real locations - the grocery store was shot at a grocery store, the factory at a real factory, etc. Although we could have faked some of these scenes, we felt very strongly about staying true to this process.
Massive respect goes to Kelly Cavanaugh, Robin Heisey, Joe Piccolo and Chris Taciuk at DraftFCB, Toronto for green lighting this project. It would have been easy for them to say no. Perhaps the most awkward part of the process was carrying toys around in our pockets. When you're paying for a coffee and a little action figure pops out it has a few connotations, none of which are great.
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