Ogilvy & Mather Singapore and Greenpeace Australia Pacific defy gravity for global warming

Ogilvy & Mather Singapore and Greenpeace Australia Pacific have joined forces to create an interactive display that appears to reverse gravity as a way to provoke new thinking about global warming and climate change.

The video shows crowds interacting with the standing exhibit, which was installed in central Sydney’s Pitt Street Mall in April.

VIEW THE CONCEPT

The exhibit houses a three dimensional model iceberg with a polar bear perched on top and an invitation to interact.

Closer inspection reveals the iceberg is melting. Drops of water are steadily eroding the polar bear’s home. When someone interacts with the display with their mobile phone, immediately the descending drops begin to slow down, until they are completely suspended in thin air, even reversing to flow back up into the iceberg. The effect becomes stronger as more people get involved.

“One of the challenges of climate change is that people find it difficult to see the effect their efforts have on such a huge, global problem,” Greenpeace campaigner Nic Seton said.

“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 begin to reverse the damage that has been done to our environment.”

“As a passer-by gets involved, the melting starts to slow down. And as more and more people get involved, their efforts make a visible difference in the fight against climate change.”

Greenpeace worked with Ogilvy & Mather Singapore to conceptualise and build the reverse climate change interactive display.

Credits –

Production House: The Visual Asylum and Freeflow Productions