It’s ten years since Al Gore’s An Inconvenient Truth slapped the world in the face to wake it up about climate change.
Gore’s ambitions to educate everyday people about climate change and influence international climate policy has not waned and he is about to release An Inconvenient Sequel: Truth to Power here through Paramount Pictures Australia, to spread his belief that while the stakes have never been higher, the perils of climate change can be overcome with human ingenuity and passion.
The film opens in cinemas on August 10 and MEC Australia has created the campaign for Paramount, that brings the story of climate change close to home by showing how global warming is significantly impacting the Great Barrier Reef.
The spearhead of the campaign is a special build across Adshel Immerse site on Flinders Street in Melbourne, which features a double-sided diorama of a reef undergoing coral bleaching, illustrating the gradual destruction of coral as global warming continues unabated. It includes a styrene rock formation with 3D printed coloured and bleached coral and an LED ripple projection that creates an underwater effect.
Because of the importance of the film, because it covers a topic that every Australian and every global citizen should be talking about, MEC chose a high-impact out-of-home site to ensure maximum talkability, not just among passers-by in Melbourne but also through word of mouth, and across social and earned media.
The campaign went live on Monday, July 31, and is supported by a national Adshel Live and Adshel Rail campaign and a digital media component.
Sarah Hunter, group business director at MEC, commented, “We love working with innovative clients at MEC and Paramount Pictures is definitely one of those. Outdoor remains a fantastic channel for high-impact, relevant and dynamic executions, and Adshel Immerse was the perfect way to communicate how the effects of climate change – addressed in the film – are affecting us in our very own backyard. We’re very pleased with the result so far.”
