10:10 No Pressure

Wow. Well, you can't fault someone for trying (most things), below is an short film for the organization 10:10.

I suppose one way to broach the notion that not doing something about climate change is fundamentally suicidal, is with dark humour. It's an uncomfortable notion, but many feel that there is folly in our current laissez-faire approach to climate change. I guess the folks at 10:10 were thinking that subtleties are best reserved for non-urgent situations. However, given how defensively some have reacted to the piece, it might not be terribly effective in terms of bringing people "into the fold" of environmental action. But strangely enough, that is not likely the point of this campaign.

For those who "get it" this wee film could likely serve as a kind of in-joke, reminiscent of the now famous Apple/PC ads. As a result of that particular campaign, PC people might think Apple users are - more than ever - self-righteous assholes (not my opinion, btw). However, Apple users will be more likely to further identify with their computing choice, as they come out looking like the cool kids in those pieces. Cool kids, in the case of the "No Pressure" film, are the folks not blown to jelly-coloured bits (the majority of those depicted in the film).

The film was pulled within hours of its release, as it was said to cause some embarrassment for the organization. But I think these clever folks are well aware of the power of the internet and are letting the video live on, in YouTube-land. It'll likely have a bigger impact post-pull than it ever could have without this controversial chatter around it.