Edf To Run ‘green’ Olympic Ad
EDF Energy is launching a ‘green’ advertising campaign, the first such initiative to promote its Olympic ties since signing up as a London 2012 top-tier sponsor.
The ad, which features a number of past and present Olympic stars, is essentially a call to unite the nation in the race against climate change.
The campaign, created by Euro RSCG London and directed by Benito at FEEL Films, launches on Sunday and marks the second phase of EDF’s ‘It’s not easy being green’ marketing activity.
The first phase included a TV ad made entirely from ‘recycled’ film clips, including visuals of flood scenes, an excerpt from one of John F Kennedy’s speeches stating that our environmental problems are man made, and a clip from a government ad urging consumers to watch their gas and electricity meters.
The new campaign features London 2012 hopefuls and former champions including Paralympic silver medallist Liz Johnson, gymnastic Olympic hopeful Louis Smith and four-time gymnastic Olympic gold medallist Olga Korbut.
There will be a 40-second, two 30-second and two 10-second TV ads as well as radio and digital activity.
Each execution will emphasise EDF Energy’s role as the first sustainability partner of London 2012 and will call for consumers to join the EDF Energy 2012 Carbon Challenge at savetodaysavetomorrow.com.
The TV ads will be aired across 150 terrestrial and multi-channel commercial stations including ITV1, Channel 4, Five, E4, Sky One, Living and Discovery. The TV work is supported by radio, which breaks on 2nd June across 28 stations nationwide.
