Campaign to cut the use of fossil fuels

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.

Photos:© David Hardy/Hone