CANDLE

TitleCANDLE
BrandNATURAL RESOURCES DEFENSE COUNCIL
Product / ServiceFIGHTING AGAINST GLOBAL WARMING
CategoryA05. Alternative Media
EntrantDDB GUOAN Beijing, CHINA
Entrant Company:DDB GUOAN Beijing, CHINA
DM/Advertising Agency:DDB GUOAN Beijing, CHINA

Credits

Credits

Name Company Position
David Lin Ddb Guoan (beijing) Advertising Co./Ltd Executive Creative Director
Dont Wong Ddb Guoan (beijing) Advertising Co./Ltd Creative Director
Gongxing Wang Ddb Guoan (beijing) Advertising Co./Ltd Senior Art Director
William W. Wang Ddb Guoan (beijing) Advertising Co./Ltd Business Development Director
Barbara Yu Ddb Guoan (beijing) Advertising Co./Ltd Pa To Gm/Ecd
Fan Mo Ddb Guoan (beijing) Advertising Co./Ltd Copywriter
Youkun Li Ddb Guoan (beijing) Advertising Co./Ltd Designer

The Brief

As the severity of global warming grows, the polar icecaps are melting and glaciers are disappearing. Animals that live in the North and South Poles are the first to bear the brunt, as they live in despair.

Creative Execution

The Creative execution reminds us that global warming is an imminent threat and we must act now to fight against global warming.

Describe the creative solution to the brief/objective.

We released the “Polar animal candles series” in the bars and clubs of Beijing. As the candle burns, it melts the bodies of polar animals.

Results

The campaign attracted strong attention of the public and was a much talked about topic. By promoting the image of NRDC in Beijing, more and more people are registering on the NRDC website to become an activist in protecting our environment.