BAFTA and Emmy Award-winner Benedict Cumberbatch stars in a chilling new campaign for the non-profit Make My Money Matter, exposing how U.K. pensions are contributing to global deforestation.
The short film, launched just one year before the United Nation's 2025 deadline to stop commodity-driven deforestation, aims to raise urgent awareness about the climate and nature crises.
Cumberbatch plays the villainous title role of "Benedict Lumberjack," a CEO profiting from the destruction of the world's forests using U.K. pension savers’ money.
Created by award-winning communications agency Lucky Generals and directed by Sophia Ray, the campaign highlights the shocking role pension funds play in financing companies responsible for large-scale environmental damage.
With global rainforest loss occurring at a devastating rate, Make My Money Matter hopes Cumberbatch's performance will spur immediate action to protect the planet.
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In a statement, Lucky Generals Co-Founder Danny Brooke-Taylor said he hopes the campaign will put the heat on companies that contribute to deforestation.
The campaign also shines a light on the U.K. pensions industry, with over £300 billion invested in companies linked to deforestation.
Despite public demand for change, many of the largest pension providers still lack a clear deforestation policy.
Make My Money Matter’s 2024 Climate Action Report found that two-thirds of major pension providers, including Royal London and Scottish Widows, have yet to act on this issue.
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Izzy Howden, senior campaign manager at Make My Money Matter, added that pension funds should be used for investing in the future and not destroying it:
“They should be protecting our retirement, but instead they continue to invest our money in the companies causing deforestation and profiting from the climate and nature crises.”
Celebrity and influencer partnerships bring attention to crucial issues and help amplify a campaign’s reach.
Partnering with trusted agencies like Lucky Generals also plays a vital role in packaging and spreading this message to a global audience, ultimately driving the desired action.
Can You Stand the Heat?
The spot opens with Cumberbatch as "Benedict Lumberjack," stepping into a steamy sauna clad only in a towel.
With a smug grin, he greets the audience, declaring, “I’m so hot right now,” adding that the business of deforestation is “on fire,” all thanks to their pensions.
He then explains how pension money has fueled the destruction of rainforests, driving profits to grow "like wildfire."
In a chilling tone, he dismissively remarks that they're only burning parts of the world "no one cares about."
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As the sauna’s heat intensifies, he quips, “If you can’t stand the heat, get out of the rainforest,” urging viewers to remain passive so big companies can keep raking in profits.
The spot concludes with a powerful call to action: demand a “deforestation-free pension.”
Advocacy campaigns have recently been making rounds on social media.
Previously, cosmetic brand Essence partnered with Roblox to fight negativity and intolerance through the launch of new gaming experience "Guardians of the Lash Princess."
