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

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

Reverse gravity2.jpgReverse gravity3.jpgCloser 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 -
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


Roland said:

So let me get this straight. A Singapore agency that handles so many Singapore Government accounts does an ad for outlawed environmental group Greenpeace? They go that far after being unsuccessful trying to sell this to WWF? Seriously? If Ogilvy Singapore wants to help climate change, resign the Coke business and get rid of this comical piece of future landfill once Cannes is over. Singapore and Greenpeace Australia Pacific? You can't make this stuff up.

Pointless said:

The more one uses the mobile phone to activate and share this, the more data is consumed and mobile batteries drawn down. This in turn requires more energy to be generated. Which in turn leads to global warming and accelerated melting of the polar ice caps.
Cannes lion- 1
Polar bear-0

Impeach their creative leader said:

Is anyone surprised anymore that O&M's initiative work is as bad as their real work!?

Data said:

Since it's such an easy campaign to show data for (each interaction should be tracked), it's surprising that the case video doesn't include some numbers.

Bigelow said:

What an ideas wasteland advertising has become….no wonder the consultancies are eating their lunch.

Probably the worst idea ever to combat global warming….these creatives don't even seem to know what causes it, let alone what will reverse it.

A fake video with fake expressions. Who stops going about their business to scan a QR and fuck around at a booth on a pavement…..pathetic attempt at fulfilling the global CCO's awards KPI.

Inform the awards judges said:

This is as questionable as the piece BBH Shanghai made a few ago for Earth Hour about a blackout on a website. Yes. A. Web. Site.


Similarly, how can a seasoned creative lead not see this contributing to making it worse? How would client trust you with their business then?

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