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Greenpeace: White Roofs, Polar Bear

Greenpeace: White Roofs, Polar Bear
Your rating: None Average: 7.3 (31 votes)

White is the new green
Simply painting your roof white reflects the sun’s rays, which helps cool down the environment. in the fight against global warming, one degree cooler in our cities equates to three degrees cooler at the poles. Which means a better chance of survival for animals like the Arctic Fox, whose home is melting at a rapid rate.

Advertising Agency: Ogilvy, Johannesburg, South Africa
Executive Creative Director: Fran Luckin
Creative Director: Mike Martin
Art Director: Marianne van Onselen
Copywriter: Stephanie van Niekerk
Retoucher: Paul Vermeulen
Photographer: Mike Lewis
Published: June 2010

13 Comments

Troll's picture 256 pencils
Troll | Fri, 2011-08-19 09:38

I wish this had come out before the SPCA and Vodacom campaigns because I prefer this out of all the "bird's eye view, image in the suburb" executions. Unfortunately it didn't.

morse's picture 8826 pencils
morse | Fri, 2011-08-19 10:11
8

Nice, but similar to: http://adsoftheworld.com/media/print/spca_mission_bay

What hath God wrought

MindDrift's picture 505 pencils
MindDrift | Fri, 2011-08-19 10:40

No doubt it looks nice, but "something that looks something else" type of ads are getting old.

jeph's picture 162 pencils
jeph | Fri, 2011-08-19 11:32

I may be a bit biased here -- yet, while I totally agree that the something-that-looks-like-something-else thing is pretty old hat, I do think that this is pretty well thought-out. The copy and the art direction work way too well together to just sort of sweep this one under the rug.

Ron Burgundy's picture 1676 pencils
Ron Burgundy | Sat, 2011-08-20 00:34

agreed...and i don't think visual metaphors are going away any time soon.

Troll's picture 256 pencils
Troll | Mon, 2011-08-22 02:30

I agree with both of you. These executions seem like the best way of expressing the message. It's just unfortunate it came at the time it did, considering the SPCA and Vodacom campaigns.

jackblack's picture 1462 pencils
jackblack | Fri, 2011-08-19 21:59

Makes sense. Execution relevant for the idea.

mr.x's picture 663 pencils
mr.x | Sat, 2011-08-20 17:36

Nice work!

Roger Keynes's picture 4088 pencils
Roger Keynes | Sat, 2011-08-20 20:24
7

Job done, Ivan. ;)

Will Think for Salary

peticaca's picture 195 pencils
peticaca | Mon, 2011-08-22 04:16
8

Ok ok, we just saw two campaign looking like this one the past week.... but I think this concept is kind of interesting!
I whish this is not just a photoshop thing... I whish they actualy did those paintings on roofs!

nemesis's picture 743 pencils
nemesis | Mon, 2011-08-22 10:26

good one!
the execution resource has been used before, but, so what? it's relevant and it works!

Helmet Chrome's picture 264 pencils
Helmet Chrome | Tue, 2011-08-23 08:53
7

7 stars for information I didn't know placed in a simple to understand execution... AD gimmicks aside the truth and idea is here.

Glut's picture 4076 pencils
Glut | Tue, 2011-08-23 09:51
8

works very good, it´s true it´s not a new resource but it´s extremely relevant.

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