Masdar City green living brand film

A brand film that opened on the everyday friction of trying to live sustainably, people pedalling in the office to make electricity and an electric car running flat, then answered each with what Masdar City already offers, from electric scooters to autonomous green vehicles. It deliberately avoided the fear appeal of most sustainability advertising.

The brief

People who want to live greener but find it hard work, and who tune out the guilt in most sustainability ads.

The idea

Light comic scenes, an office pedalling for power and an electric car going flat, give way to what the city already provides, such as autonomous green transport and electric scooters.

What to borrow

Treating sustainability as a hassle to be removed, with no guilt attached, gives a green place a practical selling point.

Brand	Masdar
Agency	Films by Nomad (production), with Stew Game
Talent	Not named
Channels	digital, social
Source	Campaign Middle East