WARNING! GLOBAL WARMING

TitleWARNING! GLOBAL WARMING
BrandKOREA GREEN FOUNDATION
Product / ServicePUBLIC AWARENESS MESSAGES
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantCHEIL WORLDWIDE Seoul, KOREA
Entrant Company:CHEIL WORLDWIDE Seoul, KOREA
Advertising Agency:CHEIL WORLDWIDE Seoul, KOREA

Credits

Credits

Name Company Position
Haeik Ahn Cheil Worldwide Inc. Executive Creative Director
Yoonkyung Oh Cheil Worldwide Inc. Art Director
Kyungmin Koong Cheil Worldwide Inc. Copywriter
Joonyoung Hur Cheil Worldwide Inc. Art Director
Sunyoung Moon Cheil Worldwide Inc. Copywriter
Myungjin Jang Biclick Production
Yeoisoub Kwak Krein Studio Photographer

Results and Effectiveness

'Global Warming Microwave' had spread out through word-of-mouth and hot much attention from university students. It had definitely awakened them to the seriousness of using disposable products.

Creative Execution

As a new media, we used microwave installed at the cafeteria in the universities, companies and kitchen rooms in the youth hostels. By using special materials (called thermo chromic pigment), we wrapped ads in shape of globe around the round-plate inside the microwave.

Insights, Strategy and the Idea

People are exposed to issues on global warming but they are still lack of awakening of its seriousness in our actual lives. Furthermore, many of them lack perception that they're mainly responsible for soling global warming problem. We need to inform how serious it is and help them to find a way out in their daily life spaces. While the microwave is working and getting heated, these special materials enabled the globe-figured round-plate to change colors from blue to red. Through this campaign, people also could find the red message "Warning! Global Warming" on the inside of the wall and get indirect experiences of global warming issues.