- The biggest music event of all time launches tomorrow
- smart is the official partner of all eight concerts
- Artists to be driven to stage in smart fortwo
The countdown for the world’s largest fund raising event in
pop and rock music history has begun: Tomorrow afternoon, the Live Earth
concerts against global warming are to start and offer live music for a period
of 24 hours across eight cities and on all continents. From Bon Jovi and Genesis
over Jennifer Lopez and Madonna to Shakira and The Police – more than 100 top
international acts are to mobilise against the threat of climate change for 24
hours. With smart, DaimlerChrysler is the only car manufacturer to support the
“Save Our Selves – SOS” initiative launched by Kevin Wall and Al Gore and is the
official partner of all eight concerts. smart is accompanying the climate
protection initiative with a range of activities and is providing the official
shuttle service for the concerts.
“We care” – this is the motto the automobile manufacturer is
using in its support for the climate protection initiative.
“In environmental protection what matters most is what people
do as individuals, said Dieter Zetsche, CEO of DaimlerChrysler AG and head of
the Mercedes Car Group.
“It's about making conscious decisions and asking questions
about specific matters. Initiating this movement is the fundamental idea of the
smart brand. smart came about because we asked ourselves what the car of the
future should look like – how much space it can take up in our cities and how
fast it should be able to drive, what kind of stress can it place on the
environment. For this reason it is simply consistent that we are committing
ourselves to an event such as Live Earth.”
Environmentally-friendly shuttle service and organic
cooking for artists
At all the eight concerts in Sydney, Tokyo, Shanghai,
Johannesburg, London, Hamburg, Rio de Janeiro and New York, DaimlerChrysler is
operating the official shuttle service for the artists and celebrity guests –
with the most environmentally friendly fleet which sets new benchmarks for CO2
emissions worldwide.
In addition to the environmentally-friendly transportation,
smart is also providing the right refreshment for the musicians. In the smart
kitchen in the backstage area, well-known chefs will create small snacks and
food from organic products. In Hamburg for example, star chef Tim Mälzer will be
cooking. For all chefs and guests of the smart- kitchen several smart fortwos
are available as required.
Global advertising campaign and special smart website
Since the end of June, smart’s climate protection commitment
has been accompanied by an international advertising campaign in TV and print
media and a special, interactive website in seven languages. The objective of
this measure is to create a new sense of awareness.
“We want to encourage thinking about one’s own mobility
behaviour and to act more responsibly,” explained Anders Jensen, Vice President
for Marketing & Sales at smart.
Thus the TV spots and print advertisements raise fundamental
issues – for example: Is size the measure of all things? Is 200 HP really
necessary for a driver? Why use two litres of petrol to get a litre of milk?
On the interactive website it is possible to publish one’s own
answers to these questions. In addition, the website offers extensive
information on the Live Earth concerts, on the issue of “Ecological driving” and
on the smart brand. The microsite address is www.smart.com/liveearth.
The concerts – the launch of a global movement
Live Earth is a project of the “Save Our Selves – SOS”
initiative of Kevin Wall, who has already organised Live Aid concerts, and the
former American Vice President, Al Gore. The objective is to start a global
movement in the battle against climate change. The group event is the starting
point for a campaign over many years headed by the Alliance for Climate
Protection and other non-governmental organizations.
All Live Earth concerts will be broadcast via television,
radio and internet in more than 120 countries. The Australian concert takes
place at Aussie Stadium in Sydney and starts at 11.15am (AEST). The following
artists are to perform: Wolfmother, Jack Johnson, Ghostwriters, The John Butler
Trio, Crowded House, Missy Higgins, Eskimo Joe, Toni Collette and the Finish,
Sneaky Sound System, Paul Kelly and Blue King Brown.
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