BACKROUND
PROBLEM
Cities are drowning due to the effects of climate change and people are unable to take necessary action
INSIGHT
Many people don’t see the effects of climate change in their day-to-day life and therefore don’t do enough
Due to its scale, climate change is difficult for an individual to comprehend
In addition, people feel that their individual climate actions are close to insignificant
TARGET GROUP
Wealthy people -> Who can afford to make environmentally conscious choices
The lifestyle and interests of the selected target group are noted in the campaign
SOLUTION 1/2
Make the threat visible and easier to grasp
with a little interesting twist
In this campaign the worst case scenarios are brought to the places where they will have an impact on a large audience. These are the major coastal cities.
OOH
The campaign is meant to gain international visibility, because the problem is not only local it requires collective accountability.
With famous and historical landmarks under water,
the sinking of coastal cities is painfully obvious and demands the attention of people around the world.
the sinking of coastal cities is painfully obvious and demands the attention of people around the world.
The campaign will be shown in places it will likely catch the attention of the target group: bustling cities, transportation, airports and other terminals as well as social media and cinemas around the globe.
SPECIAL EXECUTION
REAL SEA WATER BETWEEN TWO WINDOWS
The special executions grab the audience's attention and stand out from other advertising in the street view.
SOLUTION 2/2
Section the problem into easily digestible pieces
Art Director / Creative - Atte Maunula
Art Director / Creative - Kristiina Rissanen