This Lola Kirke campaign blends intimate storytelling and indie music artistry, with Jemima Kirke’s direction elevating its narrative— Clapboard's Global Ad
Earth - One Earth | Clapboard Ad Archive
One Earth’s 2019 Earth campaign launched in the United States as a bold intersection of music, celebrity culture, and environmental advocacy within the media and entertainment market category. At its core is the official music video Lil Dicky - Earth, a film medium asset that mobilizes a constellation of high-profile musicians and public figures including Justin Bieber, Ariana Grande, Halsey, Snoop Dogg, and Kevin Hart, whose combined star power serves as the campaign’s primary creative device in line with what Clapboard classifies as FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES. This approach leverages the familiarity and influence of these personalities to amplify the campaign’s urgent message about environmental preservation, using their voices and performances to generate cultural resonance rather than a traditional narrative arc or problem-solution structure. The campaign’s music, penned by David Burd and produced by Benny Blanco and Cashmere Cat, is engineered to engage a wide audience by merging entertainment with education, transforming complex environmental issues into an accessible and memorable anthem. The visual execution by agency RYOT employs a sophisticated blend of animation and live-action to showcase Earth’s natural beauty while underscoring the crisis it faces, enhanced by meticulous art direction and sound design that elevate the film’s impact. One Earth extends the campaign’s reach through a dedicated website that offers viewers actionable resources and easy access to the song, thereby converting awareness into participation and creating a seamless integration between content consumption and social responsibility. The campaign’s strategic alliances with influential entities such as The Leonardo DiCaprio Foundation further cement its credibility and broaden its platform for environmental advocacy. Clapboard rates this campaign 89/100 in its global creative archive. This campaign matters because it demonstrates how the media and entertainment category can harness the magnetism of celebrity and music to deliver public interest messaging with scale and cultural relevance, setting a benchmark for future cause-driven campaigns that require both reach and resonance.
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