What does the film Avatar and the Alberta Tar Sands – one of the largest ecological disasters – have in common? Everything. Canadian-born James Cameron drew inspiration for his movie from the devastation taking place in his own backyard. MSC teamed up with 30 organizations and used Avatar to draw attention to the disaster unfolding in Alberta. We ran an ad campaign in the Oscar edition of Hollywood’s Variety linking James Cameron’s dark picture of an alien world with the wreckage of the Alberta Tar Sands.