At the World Economic Forum at Davos last year, teenage environmental activist Greta Thunberg presented a startling metaphor to illustrate the impact of climate change: “Our house is on fire.” The following year, she went to make an even more dramatic plea to the business leaders in attendance: “Our house is still on fire and your inaction is fueling the flames by the hour.”
Her words come to life in a new Earth Day film for her organization Fridays for Future. Created out of FF L.A., it depicts a family going about their daily routine seemingly carefree at home. The children rise, brush their teeth, their parents make breakfast and they all dine together. The kids pack up their gear and Mom and Dad wave goodbye as they head off for school. All the while, they’re oblivious to massive flames that burn around them.
As cited by Thunberg in her Davos presentation, the latest data from the Intergovernmental Panel on Climate Change (IPCC) shows we are less than 12 years away from irreparable damage to our environment, and in that time we’ll need to change our behavior drastically, including reducing our CO2 emissions by at least 50 percent.
The film dramatically illustrates the fact that global citizens need to wake up and take action immediately. "We believe it's time people realize that climate change isn't going to happen, but that it's already happening,” said Joe Hobbs, organizer at Fridays for Future U.S. in a statement. “We hope that by watching this video people will realize they need to take action now, instead of putting it off until later."
The spot debuted on Earth Day today, and precedes Fridays for Future’s ambitious 24-hour live stream to be held on April 24 which will feature countries from around the world.
To create the spot FF teamed up with director Andrew Bruntel of Ways & Means, with VFX out of Method Studios, editing by Exile and Color via Company 3. The film follows FF’s previous campaign for Fridays for Future, “Local Warming,” which remade vintage tourism posters through the lens of climate change.