Unscrew America: Teaching US Teens On Energy

Written by Igor Beuker on February 25th, 2008 |

I just got a tip about a new viral campaign called Unscrew America. It’s a new youth-targeted campaign to get people to switch out their old lightbulbs. Campaign goal is to inform people about energy-efficient CFLs and LEDs - and also make sure people know that CFLs contain mercury and have to be properly recycled.

The site is a mix of animation, photo elements and videos, with a flash-based, insane-ish navigation designed by Boom Design Group in New York. Their sister company Fluid did the music and sound, and edited the video content. There is also an Unscrew America YouTube Channel.

Unscrew America was founded by Lesley Chilcott, a producer of the Oscar-winning documentary An Inconvenient Truth and Roy Spence of GSD&M Idea City. Other campaign elements include TV starring Paul Reubens and Elizabeth Banks and shot by Mark Palansky at Company Films with special effects by Charlex NY.

There’s also a print campaign featuring mutant Americans from the future asking you to switch out your bulbs so the future won’t suck so much. Shot by Matthew Mahon with retouching by Saddington and Baynes.

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