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Small things can make a huge difference. That's the idea behind Unscrew America (www.unscrewamerica.org). Because if we all
switch out our old light bulbs with energy-efficient CFLs and LEDs, ridiculously good things will happen.

Unscrew America (USA) is a highly immersive online experience and integrated campaign. The brainchild of GSD&M's Idea City and led
by seasoned producer Lesley Chilcott (whose environmentally friendly work includes the Oscar-winning film 'An Inconvenient Truth'), USA was brought to life by the teams at Fluid and Boom Design Group - two fully-integrated creative shops offering interactive, design, editorial, music and more to forward-thinking brands, agencies and organizations. While the project presented numerous challenges, the great cause of helping the environment coupled with creative carte blanche on the agency side was simply too good to pass up. It also allowed the new partnership of Fluid and Boom to shine throughout the design and implementation of the website by Boom, as well as editorial, custom music and finishing of the TV spots by Fluid, used to drive visitors to the site. The project would give Fluid and Boom a chance to work together on a project requiring a broad and cohesive vision for all aspects of the website’s architecture, design, and development as well as the post-production of the Unscrew America PSA’s.

Playful interaction and laugh-out-loud content are two cornerstones of the site itself. Boom designed, illustrated and animated an intricate 'cartoon' environment, including numerous characters, objects and surprises - two 'cloud cities', earth rockets, kangaroos and an eagle with laser eyes, to name a few. The site provides a refreshing way to explore a serious issue, along with a compelling call to action and real ways to get involved.

"When you're competing with all of the messaging and advertising now focused on green living and climate change, it's difficult to cut
through," said Nathan Heleine, Boom's creative director. "We really got behind this project because it brings a new tone to the issue.
Making these kinds of changes on the individual level doesn't have to be a drag, and yet it can make a real impact. Green needs to be
approachable so that people aren't so overwhelmed."

An original soundtrack by Fluid helps set the mood, while the TV spots and other videos are sprinkled throughout the site. The Fluid
+ Boom connection created the space for a number of hilarious elements - some planned and some improvised - including a Gregorian chant about Australia and a grumpy talking snake.

Credits:
For Boom Design Group:
Nathan Heleine – Executive Producer
Madeline Sturm – Art Director
Matt Blanchard – Developer
Josh Ott/Interval Studios - Lead Flash
Archie Lee Coates/Playlab - Design

For Fluid:
Judson Crane – Composer
Scott Philbrook – Editor
Fred Szymanski – Sound Design

For GSD&M:
ACD – Mitch Bennett/Wes Whitener
CW – Claire Jordan\AD – Lori Malick
GCD – Jeff Nixon/Dave Stanton
Acct. Svce. – Kristin Davis/David Rockwood

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