ICE MAN by AdPlanet Group Singapore for BROTH

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ICE MAN

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Industry Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Singapore
Agency AdPlanet Group Singapore
Art Director Leo Teck Chong, Tan Leong Lee
Copywriter Alfred Teo, Joy Lee Ming Hui
Photographer Janine Poon
Released December 2009

Credits & Description

Category: Ambient: Bars, Restaurants & Stores, etc.
Advertiser: BROTH
Product/Service: GLOBAL WARMING AWARENESS
Agency: ADPLANET GROUP
Executive Creative Director: Leo Teck Chong
Creative Director: Alfred Teo
Copywriter: Alfred Teo; Joy Lee
Art Director: Leo Teck Chong; Tan Leong Lee
Account Manager: Teo Boon Hong
Photographer: Poon
Other Credits: James Tan (Production Manager)
Date of First Appearance: Dec 22 2009 12:00AM
Entrant Company: ADPLANET GROUP, Singapore, SINGAPORE

Description of Ambient execution
BROTH is a popular mid-to-high end restaurant that aims to inculcate environmentally-friendly practices in an effort to be more caring towards global climate changes. To encourage its pool of both regular customers and new patrons to be more involved in the movement, as well as to enhance its eco-friendly beliefs, a public awareness campaign was carried at the restaurant. While BROTH’s customers may be aware of global warming, many may not appreciate its eventual full-blown impact. Hence, we needed to let them know that the consequences of global warming are far worse than what they imagine. Ice-cube trays were custom-made to create ice in the shape of a human being, which were served in water to diners. As the “ice men” melted, diners could see them vanishing – in mere minutes. The information printed on the glass helped the diners make the connection, alerting them to the fact that global warming will soon wipe out not just the Earth’s ice caps, but, eventually, the human race too.