Live Earth: Against Climate Change with smart
- 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
Stuttgart - 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 life 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. 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," said Dieter Zetsche, CEO of DaimlerChrysler AG and head of the Mercedes Car Group.
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 Hamburg, for example, smart fortwo cdi and Mercedes- Benz E 320 BLUETEC vehicles will be used to bring the artists to their performances and back to their hotels in an environmental friendly manner.
At only 88 grams per kilometre, the smart fortwo cdi has the world's lowest CO2 emissions – and is thus the CO2-World-champion. It is the only car produced in a large series which actually has fuel consumption of only three litres for 100 kilometres. The Mercedes-Benz E 320 BLUETEC is the world's cleanest diesel vehicle in the premium segment which is to be launched in Europe at the beginning of 2008. BLUETEC provides innovative modular emission technology which DaimlerChrysler has taken to production level, reducing the emissions of diesel drives down to the level of gasoline engines.
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.
Infotainment on the smart stage
For the spectators, smart will have its own stage in Hamburg and London. Here snacks, information about Live Earth and the commitment of smart will be offered as well as music and entertainment while the stage is being set up for the next act. The overriding principle of the smart stage is to avoid waste. Whether cups, information material or give-aways – everything is produced from environmentally friendly and recyclable materials. smart is giving all those visiting the concerts practical bandanas as protection against the sun. They will be distributed without packaging and can also be used after the concerts as a fashion accessory.
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? Are 200 HP really necessary for a joyride? Why use two litres of petrol to get one 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 nongovernmental organizations.
All Live Earth concerts will be broadcasted via television, radio and internet in more than 120 countries. The only German concert starts at 2:00 pm at the HSH Nordbank Arena (previously called the AOL Arena) in Hamburg. The following artists are to perform: Chris Cornell, Enrique Iglesias, Jan Delay, Juli, Katie Melua, Lotto King Karl, Mando Diao, Maria Mena, MIA., Michael Mittermeier, Reamonn, Revolverheld, Roger Cicero, Samy Deluxe, Sasha, Shakira, Silbermond, Snoop Dogg and Stefan Gwildis.
Pictures of the concerts are available for download on our media site www.media.mercedes-benz.ca
