Launched during COP28 by WWF, 'Up in Smoke' visually articulates the urgent need to phase out fossil fuels. The film, shot entirely in-camera, uses real smoke in stop-motion animation, to reflect the uncontrollable and destructive nature of fossil fuel emissions. It tells a poignant story of a young girl in a smoke-filled world, symbolizing the grave consequences of environmental neglect. The film's innovative approach in visual storytelling drove awareness and inspired action for a sustainable future for the planet and humanity.

"Up in Smoke" was created at a pivotal moment in environmental negotiations. COP28 represented a historic opportunity to negotiate humanity's decoupling from fossil fuels. WWF's aim with the film was to contribute to the momentum building around this critical issue, adding a powerful voice to influence the negotiations at a key moment in international efforts to address climate change.

"Up in Smoke" follows the story of a young girl navigating through a world overwhelmed by smoke, symbolizing the dire consequences of ongoing environmental degradation and the urgent need for action against fossil fuel emissions. This stop-motion animated film vividly portrays the uncontrollable and destructive nature of pollution, presenting a visual narrative that underscores the critical state of our planet and the imperative for sustainable change.

Situation:

Launched at COP28 by WWF, "Up in Smoke" addresses the urgent global challenge of climate change, focusing on the need to phase out fossil fuels.

Brief:

WWF assigned us the task of crafting a visual narrative that spotlights the dire consequences of fossil fuel emissions. Our aim was to vividly convey the environmental impact and engage global audiences, urging them to act for a sustainable future.

Objectives:

- Innovatively communicate the critical need to eliminate fossil fuels.

- Increase global awareness about the severe effects of environmental neglect and the uncontrollable nature of emissions.

- Inspire action towards climate change, especially during COP28 negotiations, and influence international efforts to combat environmental issues at a crucial time.

By leveraging the film in strategic advocacy efforts, including press conferences and social media campaigns, WWF effectively contributed to building momentum for change, making "Up in Smoke" a key asset in the fight for a sustainable future.

WWF used the video as a scene-setter to open its press conference - titled "COP28 state of play: outcome going up in smoke?" to help push for stronger action on the phase-out.

Online "Up in Smoke" amassed 7,800+ engagements across WWF's platforms.

Its poignant narrative not only highlighted the urgency of phasing out fossil fuels but also bolstered WWF's position as a creative leader in environmental advocacy.

The film played a critical role in the lead-up to the historic agreement reached at COP28, which marked a pivotal moment in international climate policy by emphasizing the need for drastic action against fossil fuel dependency.