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Greenpeace and Ogilvy Singapore address climate change with street activation in Australia

Ogilvy & Mather Singapore has created a street activation in Australia showing a polar bear trapped on a melting iceberg, as part of a Greenpeace campaign to tackle climate change.

The agency constructed the interactive exhibit in front of Pitt Street Mall, one of the main shopping areas in Sydney’s central business district, to encourage passers-by to engage more deeply with environmental issues.

Forming part of Greenpeace’s ‘Save the Arctic’ initiative, the display shows an iceberg melting until one of the passersby interacts with the display.

Following this, the drips slow down and freeze in mid-air before flowing against gravity back into the iceberg. The effect becomes magnified as more people get involved.

Greenpeace deputy programme director Nic Seton said: “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.”

Ogilvy Singapore has not responded to Mumbrella Asia’s query on whether the work was pro-bono or not.

Credits:

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 and Freeflow Productions

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