MELTING ANIMALS by Publicis Beehive Mumbai for Sanctuary Asia

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MELTING ANIMALS

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Industry Environmental & Animal Issues
Media Design & Branding
Market India
Agency Publicis Beehive Mumbai
Copywriter Ambar Chakravarty, Shamail Ansari
Photographer Binoy Bhatt
Released September 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: SANCTUARY ASIA
Product/Service: GLOBAL WARMING
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Sep 25 2009 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Mumbai, INDIA
National Creative Director: Ashish Khazanchi (Publicis Communications)
National Creative Director: Prasanna Sankhe (Publicis Communications)
Creative Director: Ambar Chakravarty (Publicis Communications)
Art Director: Shamail Ansari (Publicis Communications)
Art director: Satish Sethumadhavan (Publicis Communications)
Copywriter: Shamail Ansari (Publicis Communications)
Copywriter: Ambar Chakravarty (Publicis Communications)
Co-ordinator: Sameena Shaikh (Publicis Communications)
Production: Santosh Shetty (Publicis Communications)
Production: Sudhakar Jadhav (Publicis Communications)
Computer Artist: Milind Aglave (Publicis Communications)
Cinematographer: Vikram Vitankar (Publicis Communications)
Photographer: Binoy Bhatt
Media placement: Temporary Exhibition Of Ice Sculptures Of Endangered Animals - Shopping Malls People Visit Frequently - 25th October 2009

Describe the challenges and key objectives
Objective: Even though awareness about global warming has begun to increase, it is still a topic restricted to classrooms and the morning paper. Many people are aware of the theory behind climate change, but fail to realise the impact it can have on the world. The objective was to create a physical demonstration of global warming that would stop people in their tracks and force them to act. Challenge: Show a step, at the same time, impactful co-relation between global warming and it's ill-effects on civilization.

Describe the brief from the client
Drive the consequences of global warming in a way that catches their attention immediately and pushes people to respond to it.

Describe how you arrived at the final design
Global warming, if not controlled, will eventually wipe out civilization. And one of the the first physical effects on earth includes the melting of polar ice caps. Through this campaign, we have shown a co-relation between the two, directly.

Give some indication of how successful the outcome was in the market
Almost all the pedestrians noticed the ice-sculptures and a large percentage of them stopped to read the accompanying sign. Many even stayed-on to watch it melt and asked our volunteers many questions about the impact of climate change and pledge to fight against it in their own way. A considerable number of people also logged on to the website www.sanctuaryasia.com after the campaign, most of them becoming members.