Almighty Touts Gore's Climate Project | Adweek Almighty Touts Gore's Climate Project | Adweek
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Almighty Touts Gore's Climate Project

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NEW YORK Full-service agency Almighty is prepping campaigns for Al Gore's the Climate Project and WorldWinner's online Scrabble game.

The Climate Project push centers on the redesign of theclimateproject.org to help manage the nonprofit group's training program for volunteers who will give the global warming presentation featured in Gore's documentary, An Inconvenient Truth.

"We're working on online community building for people who then disperse and become evangelists for this issue [so they] can interact with one another and with the research coming out," said Ian Fitzpatrick, a partner at Boston-based Almighty.

According to Fitzpatrick, "thousands" of people around the world have submitted applications since the program was announced in July, one month before the agency won the account. The mostly female applicants include housewives, the Mayor of Annapolis, Md., and a well-known female country musician, he reported.

For the offline effort, Almighty is considering a range of options, including events and short films, said Fitzpatrick.

"This is an example of word-of-mouth marketing that has a brand of legitimacy that most brands aspire to," he added.

The rollout of the Climate Project site takes place the same week as Almighty's newest work for WorldWinner, a Web gaming destination targeting mostly 25-50-year-old women. The ads dangle the prospect of cash prizes to lure fans of the original board game to try Scrabble Cubes, a 3-D version of the board game.

Starting Nov. 20, the 10-second commercial will air on Wheel of Fortune and Jeopardy. A 15-second version is running on cable channel GNS, according to a rep for Fun Technologies, which owns WorldWinner.

The print ad will run in consumer glossy Soap Opera Digest for two weeks beginning with the Dec. 8 issue, and banner ads will be posted on soapoperadigest.com for two weeks beginning Dec. 4.