McCann Singapore turn up the heat

To drive awareness of the effects of global warming among Singaporeans, Singapore Environment Council recently worked with McCann Erickson to launch an innovative outdoor campaign that transports the damaging effects of climate change in the Arctic to the streets of tropical Singapore.   

This outdoor installation, which was produced with a specially-developed photochromatic ink from London, is the first of its kind in Singapore advertising.

The Outdoor posters, printed with special Photochromatic Ink, areplaced at key Clear Channel poster sites across town including keysites at Orchard Road, Holland Road and Bukit Timah Road. They show apolar bear and its cub in their icy homeland. When the sun’s rays hitthe poster, the Photochromatic Ink changes colour, giving theimpression that the ice has melted, leaving no home for the polarbears. The headline – It starts with their lives. It ends with yours. -reminds Singaporeans that a similar fate awaits them if global warminggoes unchecked. The posters lead people to Singapore EnvironmentCouncil’s Climate Change website, where people can find out more aboutclimate change including how to cut their carbon footprint through ahandy Carbon Calculator.

Farrokh Madon, the Executive Creative Director of McCann EricksonSingapore said: “Bringing home the problem of melting ice caps to acountry where people only see ice in their refrigerator required aspecial solution. By using the effect of the sun’s UV rays on thespecial photochromatic ink, we turned the problem into the solution anddramatized the effect of global warming.”