A polar bear sits on top of an iceberg. The iceberg is perched at the top of a transparent cylinder – for now. It is slowly melting. The bear’s home is being destroyed.
A message on the cylinder asks passers-by to donate to, or sign the petition for, Greenpeace’s Save the Arctic initiative.
If they do, the drips plummeting to the bottom of the cylinder to freeze in mid-air before they flow against gravity back into the iceberg. The more people who donate, the more the polar bear’s home is restored.
Ogilvy & Mather and Greenpeace Australia erected the interactive installation in busy Pitt Street Mall in Sydney to raise awareness and drum up public support for the fight against climate change. O&M Singapore came up with the idea and built the installation.
Nic Seton, deputy program director, Greenpeace, commented, “One of the biggest challenges in dealing with climate change is that people find it difficult to see the effect that their efforts can have on such a huge global problem. With this installation, we hope to illustrate that a collective effort can indeed make a real difference. It is only by rallying together that we will be able to slow down, stop, and even potentially reverse the damage that has been done to our environment.”
Eugene Cheong, chief creative officer of Ogilvy & Mather Asia Pacific and Singapore, added, “To encourage people to take personal responsibility for addressing climate change, we wanted to demonstrate the positive impact that their actions, however small, can have. By showcasing this in such a tangible manner, the exhibit is able to capture public attention and start conversations. We hope it will inspire people to think about the issue and then take steps to change their views and behaviour.”
Sign the petition here.
|Project title: The Reverse Global Warming Project|
|Client: Greenpeace Australia|
|Creative Agency: Ogilvy & Mather Singapore|
|Chief Creative Officer: Eugene Cheong|
|Executive Creative Director: Melvyn Lim|
|Creative Director: Xander Lee|
|Senior Copywriter: Augustus Sung|
|Agency Producer: Alvin Chin|
|Production House: The Visual Asylum, Freeflow Productions, Insert Coin|