April 22, 2009

BOND Teams Up With Leo Burnett To Promote The World Wildlife Foundation's Earth Hour Big Turn Off


Hilarious Two-Spot Campaign Featuring Janeane Garofalo and Alanis Morissette Promotes Worldwide Green Initiative

NEW YORK, NY -- The Big Turn Off was the World Wildlife Foundation's Earth Hour campaign to get every one in the world to turn off their lights for one hour. Promoting this worthy cause are two funny spots featuring comedian/activist Janeane Garofalo and singer/songwriter Alanis Morissette, created by agency Leo Burnett, Chicago, with creative editorial and audio post work from BOND (http://www.bondedit.com), the full-service post house led by Creative Director Jeff Beckerman. The spots were directed by Jim Tozzi of production company THEM, New York.

"Being a part of a great creative campaign that also happens to be attached to a worthy cause doesn't happen all the time," Beckerman says. "We're proud of our role in this year's project and the fact that the event proved to be a huge success with millions around the world taking part."


BOND's Claudia Reda-Walker edited the spot "Personal Grooming" (:30), which features Garofalo talking directly to the camera about the Big Turn Off event as she sits before a canvas painting with her freakishly long arm pit hair. Stas Lipovetskiy cut "Airplane," which depicts Morissette, seated in the first-class section of an airplane, clipping her toenails (one of which lands in a glass of water belonging to the guy seated next to her), and talking about the importance of the Big Turn Off. The spot ends with the guy holding his glass of water in disgust and ringing for the flight attendant.


"Janeane's performance guided the edit, every cut was done subtly to allow the attention to focus on her delivery and the comedy," Reda-Walker says. "The biggest challenge was selecting one take versus another -- they were all hysterical."


For Lipovetskiy, the project offered him yet another opportunity to further his knowledge of the RED Camera system, one of the newest digital camera formats used in production. BOND has worked on numerous projects featuring the RED camera system and has quickly earned a reputation as the go-to post house on the East Coast for RED Camera post-production, particularly with the Avid editing system.


"Even now there are still some kinks in the RED post-production workflow," Lipovetskiy says, "but because of our experience with RED we are quickly able to resolve any issues that might arise on any given project. Our expertise definitely saves the client time and money."


About BOND:
From inside their beautifully designed 6,500 square foot studio, BOND (
http://www.bondedit.com) - the creative editorial/post house founded in 2006 by editor Jeff Beckerman - lends its versatile talents to the best in cross-platform advertising and entertainment. They offer clients a full menu of creative services, including editing, graphics, motion effects and sound design/audio post. For more information contact Executive Producer, Stephanie Shayne at stephanie_shayne@bondedit.com or 212-533-9400.

Web Resources:
Click here to watch the WWF Earth Hour spots:
www.bondedit.com/bondshow/WWF_Earth_Hour_Spots

Click here to check out BOND's website:
http://www.bondedit.com


Creative Credits:
Client: WWF Earth Hour
Project: "The Big Turnoff" (2 :30s)
Airdate: March 2009


Agency: Leo Burnett, Chicago, IL
SVP Creative Director: Avery Gross
SVP Creative Director: Brian Shembeda
VP Content Architect: Vincent Geraghty
SVP Account Director: David Brot
Account Executive: Lisa Akey


Production Company: THEM, New York
Director: Jim Tozzi
Executive Producer: Tony Harding


Editorial: BOND Edit, New York
Editors: Claudia Reda Walker (Janeane Garofalo)
Stas Lipovetskiy (Alanis Morissette)
Producer: Amy Kommatas
Creative Director: Jeff Beckerman


Sound Design/Audio Post: BOND Audio, New York
Sound Designer/Engineer: Mark Cobrin

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