Greenpeace: White Roofs, Polar Bear

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

Related videos by Shutterstock

13 comments

Troll's picture
Troll
607 pencils

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
morse
15117 pencils

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

MindDrift's picture
MindDrift
1079 pencils

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

jeph's picture
jeph
156 pencils

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
Ron Burgundy
1636 pencils

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

Troll's picture
Troll
607 pencils

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
jackblack
2230 pencils

Makes sense. Execution relevant for the idea.

mr.x's picture
mr.x
952 pencils

Nice work!

Roger Keynes's picture
Roger Keynes
5497 pencils

Job done, Ivan. ;)

Will Think for Salary

peticaca's picture
peticaca
189 pencils

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
nemesis
761 pencils

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

Helmet Chrome's picture
Helmet Chrome
260 pencils

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
Glut
3947 pencils

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

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments