The insight for this ad comes from PWC Norway's Climate Index, which shows that among the 100 largest Norwegian companies, only 10 (including Posten) have cut emissions in accordance with the targets set in the Paris Agreement. The goal for Posten’s campaign was to motivate other companies to step up their climate action. Father Christmas represents our compulsion to consume more than usual, the better to show love or merely survive the doldrums of winter. Mother Earth stands in for our awareness of climate change, and the growing strain this economic system has placed on finite resources.

The editing challenge was to help tell an emotionally complex and nuanced tale that slowly reveals its purpose - to illuminate our complex relationship with The editing challenge was to help tell an emotionally complex and nuanced tale that slowly reveals its purpose - to illuminate our complex relationship with consumerism and the environmental crisis. Finding the right shots and selects to help build this story over time - keeping the audience a little in the dark before identifying their own relationship with the environment and consumerism.