Greenpeace teams up with Borkowski and BMB to protect the Arctic

The commercial, named ‘bottom of the sea @ the top of the world’ was released online yesterday and was made in just 24 hours.

The video has been produced to demand that oil drilling and unsustainable fishing are banned in Arctic waters.

It forms part of Greenpeace’s larger initiative around the area and is timed to coincide with the Earth Summit 2012 in Rio de Janeiro.

It was spearheaded by Borkowski.do, who led the wider campaign around the commercial and came up with the viral idea.

Production of the commercial was led by a collaboration between BMB founding partner Trevor Beattie and Borkowski.do founder Mark Borkowski, who spearheaded the work. iM London’s Julia Reed was also involved in the video’s creation.

Actor John Hurt provided the voice over and the music was from Icelandic composer Johann Johannsson.

Beattie said: ‘There's nothing like a 24 hour deadline to focus the mind, and "24 hours to save the planet" is the stuff of Flash Gordon. Greenpeace are genuine activists, they're in a hurry. Their sense of urgency is infectious, and the argument is extraordinary and terrifying: We're burning our home to help heat our home. Our job was to illustrate this insane vicious circle as clearly and rapidly as we could.’

The campaign is set to get the backing of celebrities such as Penelope Cruz and Sir Paul McCartney who have supported the Greenpeace campaign so far, with social media playing a key role in spreading the content.

John Sauven, executive director of Greenpeace, said: 'This is one of Greenpeace’s biggest campaigns and one that relies, above all, on the participation of people from across the world who feel strongly enough about the future of our planet to actively take a stand. In creating the commercial in 24 hours we started a collaborative, frenetic process that will carry this movement right to the top of the world.'

This article was first published on prweek.com