Hone hydrogen generators send serious environmental message to film industry with playful tone.
Since the beginning, Hollywood plotlines have sought to save the world. But now, with a clever campaign from Cleansheet, Hone Hydrogen Generators are reminding the film industry that moving on from diesel really can save the planet.
“We’re launching this campaign on the cusp of TIFF, Toronto's world-renowned film festival and market with the hope of using our message to let the film world know that there are viable alternatives to fossil fuel-burning generators for their location power,” says David Hardy, Hone’s Chief Market Development Officer. “Each Hone Generator can help production avoid about 1.5 tonnes of CO2 per unit day. To major film studios that have pledged significant CO2 emissions by 2030, we are the answer.”
Diesel units account for roughly 15% of a production’s carbon footprint, emitting over 700,000 tonnes of CO2 annually, according to US industry trade association the Sustainable Entertainment Alliance. Hone’s unique proposition is that it manages the total logistics from hydrogen delivery to handling the generators, which can also serve to power EV fleets for transportation, thereby attacking the single largest source of production emissions.
With 30 years of movie industry experience and 35+ years of clean fuels industry expertise, Hone has received approval from Ontario’s Technical Standards and Safety Authority, meaning its hydrogen fuel-delivery trailers can reliably deliver clean and continuous power generation wherever productions are working.
While more effort is being made to embed sustainability themes into the script, for the longest time environmental commitments by the film industry, although well intentioned, have mostly been understated. A two-hour movie, for instance, might feature an actor using a recycling box in a scene.
With environmental alarms going off all around us, agency Cleansheet decided a much more direct approach was needed.
“We literally took the three most famous commands in film and added a hydrogen-benefitting spin to them,” says Neil McOstrich Chief Storytelling Officer at Cleansheet.“
"And action!” became "And climate action!” "Cut!” became “Cut, Cut, CUT emissions!” And "Moving On!” would now be "Moving on from fossil fuels!”
The idea is humorously illustrated in a 15 second story when a boom mic falls on an actor’s head. “Cut, Cut, CUT Emissions!!!!” yells the director. A strange take, until the action fades to black to reveal the message is brought to us by Hone Hydrogen Generators.
The video will be supported by other integrated assets, including targeted social and outdoor directed at executives attending Toronto’s festival.
The agency behind the work is Cleansheet, with production duties handled by Bestlight.
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About Hone
Hone, a member of the Change Energy group of companies, is a Canadian clean hydrogen energy company delivering mobile, zero-emission prime power as a direct replacement for diesel generators. Purpose-built for industries like film and television production, live events, fleet and depot charging, and remote off-grid communities that depend on portable power, Hone's hydrogen-powered generator systems provide reliable, high-output energy without the emissions or air quality impacts of traditional diesel power. Born from the union of a strategic engineering firm designing a low carbon economy and a film industry veteran consumed by finding more sustainable ways to create content, Hone was built to solve a problem its founders knew firsthand: the outsized diesel dependency in on-site power generation.
About Cleansheet Communications
Cleansheet is a creative communications company that believes in the power of inclusive ideas that bring people together. We have told such stories on behalf of everyone from upstart clients with big ambitions to established, nation-building companies. Founded in 2005, the agency has grown rapidly with its optimistic beliefs and passion to create work of enduring value. The company is called Cleansheet because people with open minds in the presence of a clean sheet really can change the world. For more information visit cleansheet.ca
