The Greta Thunberg-led Fridays For Future movement has teamed with creative agency Fred & Farid Los Angeles for a new campaign highlighting Gen Z’s sentiments towards the climate crisis that will predominantly affect them.
The campaign, “We Don’t Care” – which was released in anticipation for the upcoming global Fridays For Future rally on 25 March – features a spot focusing on a cast of pre-teens questioning the legitimacy and purpose of climate change concerns directly to the camera.
While tongue-in-cheek in nature, the spot juxtaposes the often-spouted message of “We have to do something!” regurgitated by those most responsible for the current predicament, with the sardonic carelessness of teenagers, who are least responsible for the crisis, but who will suffer the most from it.
However, the spots’ carefree nature quickly comes to a grinding halt, with the teen stars directly asking the camera, “If we don’t care, who will?”
“The good news is that scientists believe limiting warming is absolutely technically possible,” said Katharina Maier, organiser with Fridays For Future U.S.
“With renewable energy technologies, changes in farming and transport, and shift in our society’s norms, we can limit warming and avoid even worse outcomes.
“However most of us are not shifting our way of thinking, way of living, way of consuming, way of communicating, etc… It is urgent to act to save our planet before it’s too late and together we can. If we don’t care, who will?”
This new campaign marks the fifth collaboration between Fred & Farid Los Angeles and Fridays for Future.
In 2020, the LA-based agency illustrated Greta’s Thunberg metaphor in the spot “House on Fire”, while In early 2021, on the day that NASA’s Perseverance Rover touched down on Mars, Fridays For Future U.S. and Fred & Farid Los Angeles unveiled “1%” – a satirical tourism ad for Mars, to awaken the 99 per cent of humans who will have to stay on Earth.
Furthermore, in September 2021, Fridays for Future’s Global Climate Strike and Fred & Farid launched “The Denial”, a film to illustrate our global denial about the climate crisis, in which a man was simply running into a wall.
Title of ad: We Don’t Care
Client: Fridays For Future U.S.
Fridays for Future U.S. Organizer: Katharina Maier
Fridays for Future U.S. Organizer: Liv Schroeder
Agency: FRED & FARID Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Nicolas Berthier
Art Director: Radouane Guissi
Copywriter: Ciana Alessi
Agency Supervisor: Jules Chaffiotte
Executive Producer: Amanda Van Caneghem
Director: dream inc.
Cinematographer: Amos Le Blanc
Producer: Julia Fae
Stylist: Briana Walden
Stylist assistant: Namwan Preechapatananon
AD: Julia Fae
Art Director: dream inc.
location sound: Carter Imperial
Post production: dream inc.
Colorist: dream inc.
Sound Design & Mix: Defacto Sound