Al Gore Announces 'What I Love'

Make no mistake: climate change is real, and it is happening right now. Not in a hundred or a thousand years, but now! That’s the message behind “What I Love,” a new online experience from the Climate Reality Project, a non-governmental organization that seeks to expose the myths, reinforce the facts, and demand positive change. Through its own in-house ad agency, Climate Reality collaborated closely with integrated production company B-Reel to create a uniquely personalized and visual experience to reveal how carbon pollution is currently and fundamentally altering things that we all hold dear. Former Vice President Al Gore formally announced today the launch of “What I Love” at the Mashable Social Good Summit, which runs this September 22-24 in New York City.

 

 

Just as the name suggests, “What I Love” greets visitors with a visual questionnaire about what they love to do, to eat, to wear, and more. Using scientific data provided by Climate Reality’s science team, each visitor’s answers are quickly used to create a personalized canvas of the immediate effect of carbon pollution on what they love, be it chocolate, beer, skiing, or shoes. 
Through a wealth of evocative imagery and a series of short looping videos, visitors can see firsthand how climate change is directly affecting the things they love. The resulting site conveys the urgent state through over 100 short videos, as well as more than 100 still images and interactive animations. The site also reveals positive and immediate steps we can all take to reduce carbon emissions.

 

 

“‘What I Love’ is a true testament to the power of creative collaboration,” says Larry Olson, Creative Director at Climate Reality Project. “Our mission is to make climate change real and immediate for people; to create emotional connections with people that are powerful and personal enough to spur them to take action. The concept we came up with does just that. Through close collaboration, B-Reel brought more elegant craftsmanship and visual emotion to the site than we could ever have hoped for. Their approach was truly poetic in its execution.”

 

 

To get the experience where they wanted it, the B-Reel team pushed technologies to the limit while keeping the site user-friendly. Using short video loops intermixed with imagery, B-Reel maintained the initial impact of the site while minimizing download time.

 

 

"Climate Reality came up with a truly amazing concept," says Karl Ringman, Creative Director and Technologist at B-Reel. "It was our job to make sure visitors were immediately drawn to things they love and identify with, so we could connect with them on a deeper, more emotional level. By making the scientific data and statistics about carbon pollution and climate change more immediate and personally relevant to the users, we were able to make Climate Reality's concept a reality."

 

Check out the site here: http://www.whatilove.org

CREDITS

Client: The Climate Reality Project, “What I Love” 

Agency: The Climate Reality Project
Creative Director: Larry Olson
Head Copywriter: Jim Heekin
Senior Art Director: Matt Kubis
Senior Designer: Jeff Oeth
Art Director: Kris Wong
Senior Interactive Producer: Robin Cain

Integrated Production Company: B-Reel