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Hitachi: Racing To Zero
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The race is on for the world to deliver its goal of achieving net-zero carbon emissions by 2050, and keep global warming to 1.5 degrees celsius. On 31st October, world leaders from 197 countries plus the EU, will meet in Glasgow for COP26, the 26th United Nations Climate Change Conference to accelerate action towards the goals of the Paris Climate Agreement and the UN Framework Convention on Climate Change. It is among the largest international meetings in the world with complex negotiations between governments involving officials from every country as well as business leaders and the global news media. As a Principal Partner of the conference, Hitachi has launched ‘Racing to Zero’, believed to be the world's first ever Carbon Zero powered film to showcase their commitment to clean mobility solutions. The film will run on global digital channels from 15th October with media buy by Universal McCann. It will also be shown at COP26 in Glasgow from 1st November to 12th November in a dedicated IMAX cinema. ‘Racing to Zero’ was created by independent creative agency Mamapöol, directed by Ivan Bird (Sexy Beast, Guinness Surfer DoP) through Rattling Stick, with voiceover by Oscar winning Director, Sir Sam Mendes. It is powered entirely by cyclists and a solar powered generator, with zero carbon emissions. It is set on a beach, at night. Opening in the dark, a cyclist slowly approaches her bike, and starts to pedal. The harder she pedals, the more the lights rise, slowly revealing two further cyclists, each pedalling hard. Finally, a connected projector lights up the cliff behind showing a Hitachi battery train thundering past. The projection reveals all the low carbon transport options Hitachi has been working on for years, before revealing that the film was powered with zero carbon emissions. Sir Sam’s voiceover relays the importance of ‘doing’, not just talking about, ‘carbon zero’.
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