The campaign aims to drive traffic to the Singapore Environment Council website. The site contains information on environmental programmes, tips on bettering one’s surroundings and a carbon calculator to make people aware of their own carbon footprint.
McCann Erickson Singapore ECD Farrokh Madon said: “Bringing home the problem of melting ice caps to a country where people only see ice in their refrigerator required a special solution. By using the effect of the sun’s UV rays on the special photochromatic ink, we turned the problem into the solution and dramatized the effect of global warming."
The posters have been set up across town in major roads like the Orchard Road, Holland Road and Bukit Timah Road.
Credits:
Project Polar Bears
Client Singapore Environment Council
Creative agency McCann Erickson Singapore
Executive creative director Farrokh Madon
Copywriter Omar Marks
Art director Joseph Koh
Illustrator Yip Choon Fai
Media agency Clear Channel
Exposure Outdoor