SMELL

Short List
TitleSMELL
ClientNATIONAL GEOGRAPHIC
Product / ServiceSWEATY FRIDAY
CategoryA07. Script
2 of 3 Campaign
EntrantOGILVY & MATHER SINGAPORE, SINGAPORE
Entrant Company OGILVY & MATHER SINGAPORE, SINGAPORE
Advertising Agency OGILVY & MATHER SINGAPORE, SINGAPORE

Brief Explanation

National Geographic Channel India wanted to start a green movement that could make a real difference, but it had to be something that was simple enough that people would get involved. Before we could find the solution, we had to find a uniquely Indian environmental problem. It's really hot in India, so naturally Indians really love their air conditioning. Office blocks are the worst offenders and the amount of energy consumed has a devastating effect on our environment. We discovered that if you turn up office air conditioner just three measly degrees we can save 1,050 megawatts of energy in a single day. That's enough energy to power over 95 suburban homes for a year. Sure it'll be warmerÂ… but perspiration's a small price to pay to save the world. This simple insight became the basis for Sweaty Fridays. On Sweaty Fridays salty beads of hope form on your forehead, optimism sticks parts of you to your thigh and the office fills with the musky stench of progress. As you roll up your trouser legs, you can rest easy in the knowledge that you're doing your bit for the planet.

Credits

Name Position
Steve Back Chief Creative Officer
Daniel Barrett Copywriter
Cinzia Crociani Art Director
James Brook-Partridge Agency Producer
Keertan Adyanthaya Advertiser's Supervisor
James Brook-Partridge Producer
Lorenzo Bassano Director
The Gunnery Sound Studio
Studio On Third Avenue Post Production
Massimo Betarelli Director Of Photography
Black Magic Editing Company
Chris Leong (Productionmanager)/Brand Union (Designstudio)/Dan Ellis/Benedict Wong (Designers) Other Credits