Iceland rock brings cool soundtrack to new Earth Hour video
26 May 2011: Earth Hour – the largest environmental campaign on the planet – today unveiled its new video for Earth Hour 2012, backed by acclaimed Icelandic rock band, Sigur Rós.
Created by Sydney-based award-winning design firm, Resolution Design, the Earth Hour 2012 video is a mosaic of professional and amateur imagery showcasing world famous landmarks switching off and the passion of this year’s Earth Hour participants from all corners of the globe, celebrating the planet and taking action Beyond The Hour.
As witnesses to a changing environment, Icelandic rock stars, Sigur Rós, were happy to donate their most successful single, “Hoppípolla”, as the backing track to the video.
"Living in Iceland we are perhaps more aware than most of the likely consequences of global warming, with our glaciers retreating, our winters disappearing and the doomsday scenario of the gulf streaming ceasing,” said a band spokesperson.
“But because we live with perpetual dark throughout the winter, we are also aware that light transforms our existences. This borrowed sunshine comes at a price, however, and Earth Hour does a uniquely valuable job in reminding us that with power comes responsibility," they added.
Featuring quotes from global Earth Hour Ambassadors including The Most Reverend Archbishop Desmond Tutu and Australian supermodel Miranda Kerr, the emotive three-minute video also provides a powerful illustration of Earth Hour’s ability to build a global community bound by the pursuit of a healthier planet, a community that is becoming ever more interconnected in the age of social media.
“We, for the first time in history, are reaching a point where our wish to connect behind a common purpose is matched by our ability to connect,” said Earth Hour Executive Director, Andy Ridley.
“Every individual has the power to change the world they live in,” he said.
Creative Director of the Earth Hour 2012 video, Tim Dyroff of Resolution Design, added that the use of technology to connect the world’s global citizens inspired the video’s direction.
“We were also involved in redefining the project's aesthetics, from designing a custom typeface, creating new backgrounds, to animating sections and graphics boards which reinforced Earth Hour's extension into social media,” said Dyroff.
"Resolution has always tried to help out with a good cause and even though we're often very busy, we try to do our bit for important causes that all of us here care about," he said.
Earth Hour 2011 embraced 5,251 cities and towns in 135 countries and territories, reaching 1.8 billion people worldwide. Since its release a year ago, the Earth Hour 2011 video has been viewed more than 1.5 million times on YouTube.
Earth Hour 2012 will take place at 8.30pm, Saturday, 31 March.
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Notes to editors
To view the Earth Hour 2012 video, please go to www.youtube.com/earthhour
For broadcast quality video & stills, please go to www.earthhour.org/media
For more information please visit:
Earth Hour – www.earthhour.org
Resolution Design – www.resolutiondesign.com.au
Sigur Rós – www.sigur-ros.co.uk
Art Direction: Resolution Design
Audio: Zigzag – www.zigzaglane.com.au
Soundtrack: Sigur Rós
For Media enquiries and to interview Andy Ridley, Executive Director of Earth Hour, please contact: Winston Su, Earth Hour Global Ph: +61 (0) 410251241 E: firstname.lastname@example.org
To interview Tim Dyroff, Earth Hour Creative Director, Resolution Design, please contact:
Ph: +61 2 9360 9908 E: email@example.com