McCann Singapore turn up the heat

Singapore Environment Council 1.jpgTo 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.
Singapore Environment Council 2.jpgThe Outdoor posters, printed with special Photochromatic Ink, are placed at key Clear Channel poster sites across town including key sites at Orchard Road, Holland Road and Bukit Timah Road. They show a polar bear and its cub in their icy homeland. When the sun's rays hit the poster, the Photochromatic Ink changes colour, giving the impression that the ice has melted, leaving no home for the polar bears. The headline - It starts with their lives. It ends with yours. - reminds Singaporeans that a similar fate awaits them if global warming goes unchecked. The posters lead people to Singapore Environment Council's Climate Change website, where people can find out more about climate change including how to cut their carbon footprint through a handy Carbon Calculator.

Farrokh Madon, the Executive Creative Director of McCann Erickson Singapore 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."


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