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

June, 2010


Troll's picture
665 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
17002 pencils

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

MindDrift's picture
1168 pencils

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

jeph's picture
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
1634 pencils

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

Troll's picture
665 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
2342 pencils

Makes sense. Execution relevant for the idea.

mr.x's picture
996 pencils

Nice work!

Roger Keynes's picture
Roger Keynes
5498 pencils

Job done, Ivan. ;)

The Jobless Writer
Will Think for Salary

peticaca's picture
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
765 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
3937 pencils

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

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