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Client: Universal Pictures
Creative Agency: Real Pie Media

Hollywood has stepped up its green game with this recent collaborative effort between Universal Pictures' "Evan Almighty" and the Conservation Fund called "Get on Board."

The "Almighty Forest," gives users an opportunity to take real action towards slowing the effects of global warming. For $5, visitors can plant a virtual tree, which will land their name in the credits of "Evan Almighty" and help the conservation fund plant real trees and support the good work they do to protect the environment.

The five different sections -- Go Zero, What Can I Do?, Get the Word Out, "Evan Almighty" and Act -- give users several different facets of the campaign to explore and educate themselves on the movie and the fund.

Other features of the site include a carbon calculator that totals an individual's yearly carbon "footprint;" real-time "green news" updates via an RSS feed; practical tips for incorporating environmentally friendly habits into everyday life and behind-the-scenes scoop on "Evan Almighty."

The site makes being proactive in cyberspace easy to do, a combination of green and the big screen to effectively promote a film and help the environment.
-- Krisserin Canary, associate editor, iMedia Communications

Not exactly hiding its Green agenda and global warming theme, the summer release "Evan Almighty" (more spin-off than sequel to "Bruce Almighty") is teaming up with The Conservation Fund to help us all learn how to "go zero," in an effort to battle climate change. The director of the film even gave bicycles to the crew as they sought to create a "zero emissions production." (Also, it's the most expensive comedy ever, according to the director.)

What it amounts to is planting trees, and with the happy face of Steve Carell all over the website (dressed just like his character in "The Office" in many pictures, surely to capitalize on the success of that show) you can bet Get on Board Now will be a great fundraiser for The Conservation Fund.

Head to the virtual forest and donate a tree (or a whole grove or two, like Dell Computers did) and your name will somehow be on the "Evan Almighty" DVD when it comes out. The forest serves as a mini social networking site, with your information tacked to the tree. A virtual tree will cost you $5 and will be complemented with an actual tree planted in a National Wildlife Refuge.

As far as the website goes, there is nothing groundbreaking here. The occasionally spinning home link drops off a factoid every minute or so, and the user's inclination is to click the factoid and accompanying graphic, but it's not a link, just a factoid. Another not-so-groundbreaking thing here is the Hollywood tie-in to the Green effort. What is groundbreaking is a Hollywood movie marketing tie-in and partnership with a group already doing something. Get On Board Now is equal parts "Evan Almighty" and The Conservation Fund. Nowhere is the humor of Steve Carell lost in the seriousness of the message, and that's probably exactly what the conservation movement has needed for a long time. And while the environmentally active in American politics have usually been liberals, one is tempted to point out to conservatives that they share a root word with conservation.
-- Dave Wilkie, creative director, Dexterity Media and author of the blog, Where's My Jetpack

In line with growing environmental concerns, the upcoming release of "Evan Almighty" has partnered with GetOnBoard.com, a site designed to zero out the eco-footprint of the world. Set apart from the official movie website, the first thing I noticed is that, although it currently relies heavily on the upcoming release, the site is designed to have a much longer shelf life then most movie sites.

I navigated the site and watched the trailers and learned about the film. The movie did not seem particularly spectacular to me, but perhaps if I had children I would go see it this summer. What really struck me, though, was the rich media support of the environmental cause. I zoomed in on Island 5, in the Almighty Forest section, and navigated the forest. If I wanted to plant a virtual tree, it would only cost me five dollars, with the money going to the Conservation Fund. That's pretty cheap for a step to help the environment.

As I navigated, I also found the marketing opportunities that were being exploited. No surprise, I found BP Solar and GE, who like to sponsor almost any environmental cause. I also found Travelocity, however, which intrigued me. I clicked through and learned about what the company is doing to pursue environmental causes. Now I might just use them instead of Expedia next time I book a flight. Good thinking, Travelocity.
-- Adam Shahbaz, assistant editor, iMedia Communications