This manga-inspired Greenpeace video borrows from Hunger Games to get its point across

Greenpeace has released a new video as part of its ongoing Detox campaign — what is an edgy and completely new look for the environmentalist organization. And as you'll see, the video is really well done — a dystopian-infused call-to-action that unabashedly intertwines a Hunger Games motif with an anime flair. But will this highly styled video inspire, or simply titillate the complacent masses?

For the new advertising campaign, Greenpeace is trying to stop industries from poisoning waterways around the world with "hazardous, persistent and hormone-disrupting chemicals." The campaign, which was launched in July 2011, is hoping to draw attention to alleged links between textile manufacturing facilities that are causing toxic water pollution in China and many of the world's top clothing brands.

Illustration for article titled This manga-inspired Greenpeace video borrows from Hunger Games to get its point across

Armed with the slogan, "Detox Our Future," Greenpeace has also recruited a number of heavy-hitting sponsors, including Nike, Adidas, Puma, H&M, M&S, C&A, Li-Ning and Zara.

As for the new animated video, it was a collaboration with Free Range Studios and animation from China-based Animaster Animation.

The manga-style video unfolds like a Hollywood trailer, placing the blame for pollution squarely on the shoulders of various fashion brands. According to Greenpeace creative director Tommy Crawford, the video "was designed to speak both to our own supporters, but also a broader audience in order to raise awareness of the fashion industry's toxic addiction."

H/t Creative Review.


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Corpore Metal

I can appreciate the sentiment and the specific target Greenpeace wants us to pay attention to here but, didn't Wall-E already attack consumerism rather thoroughly albeit more generally?