44.moles
Blind to Life
Context
With a nod to the molar mass of carbon dioxide - approximately 44 grams per mole - the company is driven by the notion that each individual action matters when it comes to meaningful climate mitigation. 44.moles’ mission is to bring carbon emissions back to the beginning by using the sound scientific application of Light Detection and Ranging (LiDAR) to make sustainable forestry and carbon sequestration transparent and to minimize the impact of experimentation on the very ecosystems we protect.
Brief
Our challenge is to make people want to know more about what 44.moles is doing in the field of carbon offset. We need to grab their attention and spark a conversation around the company’s innovative technology and its benefits.
Idea
It’s incredible how much of this life we don’t know. The truth is life is often unseen by the human eye. We want to make people aware that our forests' hidden wonders and biodiversity are truly incredible. With 44.moles’ technology, we can finally open our eyes and stop being blind to the complexity of our surroundings.
Executions
We created a series of intriguing videos where the beginning mimics Eigengrau, the darkness we experience when our eyes are closed and the intense stories unravel only via sounds and their captions. When each story reaches a tipping point, we reveal our intention - to make people realize how much we’re not able to see.
We also created a series of visuals with sound captions inviting viewers to imagine what that could be without seeing it. The copy at the bottom revealed how 44.moles helps us stop being blind to the unseen wonders of our surroundings.
