Recent scientific reports have proven that video streaming contributes to global carbon emissions. Every time someone streams a video, energy is used to power infrastructure and operations, including mobile networks and data centers.

We worked together with Earth Day to reposition Standard Definition as the environmental choice. Introducing 'Earth Definition': the new standard in streaming and a green alternative to HD.

In down-sampling streaming resolution from High Definition (HD) to Earth Definition (ED) the file size transmitted is reduced, which in turn saves carbon emissions. And, on smaller screens, the viewer can barely notice the difference.

To launch the campaign towards streaming users, and deliver the message with the least environmental impact, we created a video with a low digital carbon footprint. Avoiding the use of actors and big crews and eliminating the need of flying people around the world, we relied on animation to relay the message. Using a restricted colour palette and concentrating on black and white, the video uses less pixels and draws less energy from the screen, delivering on the promise to keep all elements of the campaign low emission.

The film opens with the message ‘This video is not available in HD for the sake of our planet’, before we hear the calming, but informative, voice of Hollywood actress Michelle Monaghan (“Messiah”, “Mission Impossible”, “True Detective) who explains how online video streaming has an impact on our earth.

The digital initiative is also hosted on a website with a lower carbon footprint than 82% of sites on the internet. 

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