Thursday, March 11, 2010

Patagonia's New Campaign

Patagonia's founder, Yvon Chouinard, appears on an American Express commercial for their members project with The piece was filmed in and around Ventura County by academy award winning cinematographer Robert Richardson and directed by Scott Hicks of "Shine" fame.

The dam that's featured is the Matilija Dam, an outdated monstrosity that sits 18 miles upstream from Patagonia HQ on a tributary of the Ventura River. With its crumbling concrete and silt filled reservoir, Matilija Dam no longer serves any beneficial purpose. Its removal would allow native Southern Steelhead trout to once again use the river to spawn, and give local beaches a much needed boost in sediments (more sand) from the steep canyons of Matilija Creek.

If successful, it would be largest dam ever removed in the United States.

All proceeds that Yvon receives from the commercial will be divided between five of environmental groups of his choice: Concervacion Patagonica, Atlantic Salmon Federation, Freedom to Roam Coalition, Native Fish Society and Save our Wild Salmon.
-provided by patagoniavideo on YouTube

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