2010 Winners & Shortlists

Execution

BRIEF In a world internationally aware of the effects of Global Warming, but where actions still seem shy, we aimed to inform the young adults that Global Warming would seriously affect our lives if actions were not taken immediately. To achieve the required impact and bring this challenge to a higher level, we decided to deliver the message that Global Warming is really knocking at our doors; and that everyone can participate in their own capacity with simple, yet effective, gestures. EXECUTION Using an interactive communication approach, we encouraged people to take action here and now! By asking them to turn off the AC and lower down the window of the car, we had actually demonstrated our message firsthand. Simply put, when the window of the car was up, it appeared like the car was flooded with water. Once the window was being lowered, the water would be gradually washed away until it finally disappeared, bringing back the normal view of the city! RESULTS Grabbing their attention in a setting where they had nothing else to do but look, the ambient directly interacted with end users, awakening curiosity and interest and influencing commuters’ behavior. It proved to be a fun way to make people do what otherwise years of direct requests might not have gotten them to do. Such handy encounters with the message ensure it sticks in people’s minds, thus achieving maximum impact. Furthermore, the campaign drove traffic – with a favorable attitude – to the client’s website, thus opening room for people to become more informed on issues of Global Warming and counterbalancing acts.