All India Council For Mass Education & Development (aicmed) Outdoor MELTDOWN by Ogilvy & Mather Kolkata


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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency Ogilvy & Mather Kolkata
Executive Creative Director Sumanto Chattopadhyay
Creative Director Koustuv Chatterjee, Sukhendu Mukherjee
Art Director Partha Chowdhury, Sayan Mukherjee
Copywriter Madhumita Chanda
Photographer Sanjib Ghosh
Released April 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: AICMED
Executive Creative Director: Sumanto Chattopadhyay
Creative Director: Sukhendu Mukherjee/Koustuv Chatterjee
Copywriter: Madhumita Chanda
Art Director: Partha Chowdhury/Sayan Mukherjee
Photographer: Sanjib Ghosh
Date of First Appearance: Apr 30 2009 12:00AM
Entrant Company: OGILVY & MATHER, Kolkata, INDIA

Description of Ambient execution
AICMED, an NGO with a focus on environment preservation, wanted to generate awareness among school children about the perils of global warming with a small and low-cost solution, given their limited funds. To maximize the impact we came up with a device that is simple yet dramatic. We etched images of lifeless polar creatures on specially created ice candy sticks with the help of a popular brand, Rollick Ice Cream. We distributed these special ice candies among school children during the peak summer months. As the summer heat melted the ice, the lifeless polar creatures got revealed. This was accompanied by a stark message “When polar ice melts, they die. Stop global warming.” directed the children to information about steps to fight global warming where they also got an invitation to join the initiative as a volunteer. This way we turned the simple, everyday ice cream stick into a compelling communication device.

English Translation of Main Headlines
When polar ice melts, they die. Stop global warming.