The uncomfortable reality behind Christmas is that many beloved festive traditions are unhealthy for the planet. Consciousness is rising across the environmental impression of the vacation season, which frequently comes with elevated consumption, meals waste and extra plastic packaging for items and wrapping paper.
Simply days after the top of COP 27 (the United Nations Local weather Change convention), a brand new advert from Posten (the Norwegian Postal Service) tackles the environmental harm of Christmas head on.
The brief movie, created by Norwegian company POL, addresses this situation by way of the allegory of a tumultuous romance. At first, a pair fall head over heels for one another in an idyllic rural setting and appear to be the “good match,” because the male narrator recollects. In addition they have a “shared function” to “give the youngsters what they needed.”
However over time, their relationship falls aside as their motivations diverge. They break up as the girl witnesses the person’s grasping habits of consumption. She accuses him of not taking any accountability for his actions, crying out in despair, “What world are you residing in? That is all we’ve received!”
It turns into clear early on within the movie that the person is Father Christmas, and the girl is Mom Earth. After Mom Earth leaves Santa, he wonders, “Can’t we discover a means that we will reside collectively?”
Santa later realizes the error of his methods, and the 2 are reunited when Mom Earth decides to provide him one other likelihood. Father Christmas declares to her, “I can’t reside with out you. Nobody can.”
The advert ends with the warning: “Mom Earth has no extra possibilities to provide.” It informs viewers that this 12 months solely 10 of the most important firms in Norway—together with Posten—reduce their emissions consistent with the Paris Settlement, in response to PWC Norway’s Local weather Index.
Posten needs to inspire different firms to step up their efforts to combat local weather change. As one of many area’s largest logistics firms, it additionally acknowledged that it’s a part of the issue. Posten has reduce 51% of its CO2 emissions to this point and goals for all of its distribution to be emissions-free by 2030.
A twist on festive tropes
Posten isn’t any stranger to tackling social points by way of its Christmas adverts. Final 12 months, “When Harry Met Santa” confirmed a optimistic portrayal of LGBTQ+ relationships to mark the 50-year anniversary of Norway abolishing a regulation prohibiting same-sex relations. It advised the story of a person falling in love with one other man—who occurred to be Santa—and went on to win a gold Lion within the movie class at Cannes Lions.
In 2020, Posten’s Christmas advert mirrored the divisive political local weather by depicting Santa as an offended white man with a placing resemblance to former American President Donald Trump.
Rikke Sofie Jacobsen and Pia Emilie Lystad, the inventive workforce at POL who made each the most recent Posten advert and “When Harry Met Santa,” mentioned this 12 months they needed to handle local weather change by way of an surprising angle.
“As an alternative of specializing in chilly numbers and local weather anxiousness, this can be a love story the place we’ve got emphasised interpersonal emotions and the relationships we’ve got with these closest to us,” they defined to Adweek in a joint assertion.
Sean Meehan, who directed the movie by way of manufacturing firm Arts and Sciences, added that it was “exceedingly uncommon in promoting” to have the ability to inform a “nuanced story … with such a important message.”
“I hope extra manufacturers will probably be as courageous and trustworthy as Posten have been on this venture concerning the existential disaster we collectively face,” Meehan added.
Posten is just not the primary model to speak about local weather change in a Christmas advert. Final 12 months, for instance, Australian monetary providers firm Erste Groupe launched an animated movie wherein a father-to-be adopts a extra sustainable life-style in the course of the holidays as he envisions a greater planet for his future daughter.
Shopper: Posten (Norwegian Postal Service)
Marketing campaign supervisor: Hege Barbara Aarhus
Advertising and marketing director: Monica Solberg
Copywriter: Rikke Sofie Jacobsen
Artwork director: Pia Emilie Lystad
Planner: Simon Karlsson
Account director: Marius Eriksen
Account supervisor: Kristin E.B. Scheele
Designer: Benjamin Rogers
Movement designer: Ole Jacob Bøe Skattum
Movie manufacturing: Arts & Sciences
Director: Sean Meehan
DOP: Sean Meehan
Govt producers: Sam McGarry, James Bland
Head of manufacturing: Lauren Highman
A&S rep Scandinavia: Tom Rickard
Line manufacturing: BAS Productions
Producer: Andrej Caruso
Manufacturing supervisor: Alja Primec
Manufacturing designer: Miha Knific
Costume designer: Valter Kobal
Modifying firm: Lower+Run
Editors: Moss Eletreby, Steve Gandolfi
Assistant editor: Thomas De la Rosa
Managing companion: Michelle Eskin
Govt producer: Amburr Farls
Head of manufacturing: Brady Fiero
Producer: Brian Scharwath
Sound combine: Huge Music
Sound design: Simon Kane
Foley: John Simpson, FeetnFrames
Remaining combine: Simon Kane
Music: Turning Studios
Composer: Elliott Wheeler
Publish manufacturing: Alter Ego
Govt producer: Hilda Pereira
Producer: Andrew Tavares
Senior colorist: Eric Whipp
Lead VFX artist: Joel Osis
VFX artists: Igor Boros, Eric Perrella
DMP artist: Bojan Zoric
VFX assistants: Victoria Gaston, Nupur Desai
Colour assistant: Daniel Saavedra