The:Hours Entertainment Launches 'The:Hours Foundation' to Provide Funds to Protect the Environment

The:Hours Entertainment Launches 'The:Hours Foundation' to Provide Funds to Protect the Environment

NEW YORK, Sept. 18 /PRNewswire/ -- The:Hours Entertainment today announced the creation of "The:Hours Foundation," a New-York based non-profit organization.

Through their program, "Buy a record, plant a tree!" and in partnership with Pure Project, The:Hours Foundation will work to protect the environment and threatened cultures through reforestation in tropical areas via the promotion and the development of native and sustainable agri-forest systems.

The program will include several interesting features to enable consumers to track the progress of their contributions. The trees will be equipped with a bar code which will identify each tree by species, age and origin. Those bar codes will be scanned once planted in order to provide additional information such as the planting date and the location. The information in the bar codes will be automatically sent via a wireless connection to the Pure Project servers and compiled in a system listing geographic information, enabling people to see the planted trees online via applications such as "Google maps."

The:Hours will continually grow The:Hours forest by adding additional lots named after The:Hours' artists. Additionally, clients of The:Hours will have the opportunity to add to the forest through their own projects.

"Deforestation causes roughly one quarter of all carbon emissions in the atmosphere. If we don't make it stop, 80% of the efforts made to reduce global warming will be useless. We aim to be a model of green capitalism. To that end, we're getting our teams and artists involved in this unique project," said Alexandre Sap, CEO of The:Hours.

"As the first step in our collaboration with Pure Project, The:Hours Foundation contributed to the planting of 1,000 native trees with a goal of planting 100,000 trees by 2010. We are committed to fighting deforestation and global warming," said Fabien Moreau, Co-Founder of The:Hours.

The launch of The:Hours Foundation was celebrated in Paris in a concert by Tenzin Gonpo, In Memory of Tibet La Legende du Prince Chasseur (The Legend of the Prince Hunter). This marked the first in a series of traditional music concerts, with future artists to be announced at a later date.

About The:Hours: The:Hours is a music company created by Alexandre Sap and Leslie Dubest, former founders of Recall Records, and Fabien Moreau, an entrepreneur with media and entertainment industry expertise. The:Hours artists are distributed around the world by Universal. Euro RSCG Worldwide

owns 50% of the venture.

The:Hours provides music and branded entertainment advertising and marketing services. The:Hours has just completed a worldwide music campaign for Cartier at www.love.cartier.com. The original music content created specifically for this campaign includes songs from Lou Reed, Phoenix, and Oscar-winner Marion Cotillard, amongst others. The: Hours runs operations from its offices in New York, Paris, and Los Angeles.

About Euro RSCG Worldwide: Euro RSCG Worldwide, a leading integrated marketing communications agency and Advertising Age's and Campaign's 2006 Global Agency of the Year, is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, and

Asia-Pacific. Euro RSCG provides advertising, marketing services, corporate communications, and interactive solutions to global, regional and local clients. The agency's client roster includes Air France, BNP Paribas, Charles Schwab, Citigroup, Danone Group, Heineken USA, IBM, Jaguar, Kraft Foods, L'Oreal, PSA Peugeot Citroen, Reckitt Benckiser, Sanofi-Aventis, Schering-Plough and Valspar. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA: HAV.PA).

About Pure Project: Pure Project is committed to fighting global warming via the reforestation by small producers association. It was founded by Tristan Lecomte, the pioneer of sustainable development in France through his company Alter Eco.

The Alto Huayabamba is a project aimed at the reforestation of native trees in consortium with cocoa crops. The plantation will be managed by the 1000 cocoa producers from the Acopagro producers association. Acopagro is officially endorsed by the UNO as an organic cocoa production association. It is also a Sustainable Development-driven organization (Certification FLO/Max Havelaar).

Planting native trees improves cocoa yield and makes it possible to preserve biodiversity in the region. Living in the heart of nature, the Acopagro producers are the main witnesses of global warming. They are participating in this project for their community today and for the next generations. 21,000 trees were planted in June 2008 and the goal is to grow a 2-million tree forest.

Source: Euro RSCG Worldwide

CONTACT: Mary Perhach, Global Chief Communications Officer of Euro RSCG
Worldwide, +1-212-886-4418, or +1-646-508-6415, mary.perhach@eurorscg.com

Web Site: http://www.love.cartier.com/

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