WORLD UNDER WATER

Bronze Spike

Case Film

Presentation Board

TitleWORLD UNDER WATER
BrandCARBONSTORY
Product / ServiceSOCIAL PLATFORM FOR REDUCING CARBON FOOTPRINT
CategoryA06. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness
EntrantBBDO PROXIMITY SINGAPORE, SINGAPORE
Entrant Company BBDO PROXIMITY SINGAPORE, SINGAPORE
Advertising Agency BBDO PROXIMITY SINGAPORE, SINGAPORE
Media Agency MEC Singapore, SINGAPORE
Production Company ICEBERG DESIGN Singapore, SINGAPORE

Credits

Name Company Position
Ronald Ng BBDO Proximity Singapore Chief Creative Officer
Melanie Clancy BBDO Proximity Singapore Creative Director
Carola Gerlach Carbonstory LLP Creative Director
Laurent Thevenet BBDO Proximity Singapore Technical Director
Tristan Soriaga BBDO Proximity Singapore Web Developer
Alfred Tan BBDO Proximity Singapore Web Developer
Aimee Sohn BBDO Proximity Singapore Web Developer
Timothy Vazquez BBDO Proximity Singapore Web Developer
Gary Lim BBDO Proximity Singapore Art Director
Shum Qi Hao BBDO Proximity Singapore Art Director
Savio Fonseca BBDO Proximity Singapore Art Director
Nikhil Panjwani BBDO Proximity Singapore Copywriter
Melanie Clancy BBDO Proximity Singapore Copywriter
Firrdaus Yusoff BBDO Proximity Singapore Copywriter
Nicolyn Marino BBDO Proximity Singapore Project Manager
Denise Loke/Ann May Chua BBDO Proximity Singapore Agency Producers
Fiona Huang BBDO Proximity Singapore Account Manager
Bryan Goh BBDO Proximity Singapore Planner
Samantha Strauss BBDO Asia Regional Communications Director
Harriet Flory/Roy Elvove BBDO Worldwide (New York) Global Communications Directors

Creative Execution

The site combines Web GL and Google Street View to empower people all around the world to share the catastrophic effects of climate change on social media in the most personal way possible. Activists swiftly submerged the White House. Producers for respected TV shows sunk their own studios. Thousands submerged their workplaces. And the world’s most iconic landmarks, too. By merging one API with one web technology, we empowered people around the world to share the catastrophic effects of climate change with their own words and images and inspired them to take action by calculating and offsetting their carbon footprint.

In the first week alone, the site reached 213 countries and achieved 201 million media impressions. In one month, the site had 823,781 unique visitors who spent an average of 1.6 minutes on the website, generating 891,680 locations. The project was covered by CNN, Fox News, BBC, Huffington Post, Mashable and countless local news stations and websites around the world. This invaluable awareness brought the critical issue of climate change to the masses. More importantly, thousands became part of the solution – helping to offset over 250 tonnes of carbon in the first month after launch.

Carbon Story needed to raise awareness about climate change so more people would support green causes and offset their carbon footprint. While experts predict sea levels could rise by up to 6ft in the next 100 years, most people don't relate to this issue; they find it far from their everyday reality. We needed to change people’s perceptions. So to open their eyes about climate change and this not-widely-known organisation, we brought the threat of rising sea levels right to their doorstep. World Under Water gives people a personalised view into how climate change could affect them. The ability to type ANY address (available on Google Street View) meant our diverse audience could choose personalised destinations to submerge and create their own personalised messages. Users could then share their generated underwater locations on social media and take action by calculating and offsetting their carbon footprint.

Links

Website URL   |   Additional URL 1