THE REVERSE GLOBAL WARMING PROJECT

TitleTHE REVERSE GLOBAL WARMING PROJECT
BrandGREENPEACE INTERNATIONAL GREENPEACE AUSTRALIA PACIFIC
Product / ServiceTHE REVERSE GLOBAL WARMING PROJECT
CategoryE03. Special Build
EntrantOGILVY SINGAPORE, SINGAPORE
Idea Creation OGILVY SINGAPORE, SINGAPORE
Production HAM CREATIONS Singapore, SINGAPORE
Production 2 INSERT COIN Singapore, SINGAPORE
Production 3 THE VISUAL ASYLUM Sydney, AUSTRALIA
Production 4 EBERWEIN FILM Dusseldorf, GERMANY
Production 5 FREEFLOW PRODUCTIONS Singapore, SINGAPORE

Credits

Name Company Position
Eugene Cheong Ogilvy & Mather Singapore Chief Creative Officer
Melvyn Lim Ogilvy & Mather Singapore Co-Chief Creative Officer
Xander Lee Ogilvy & Mather Singapore Creative Director
Augustus Sung Ogilvy & Mather Singapore Senior Copywriter
Nico Tangara Ogilvy & Mather Singapore Senior Art Director
Tze Jie Sie Ogilvy & Mather Singapore Copywriter
Chris Riley Ogilvy & Mather Singapore Group Chairman
Alvin Chin Ogilvy & Mather Singapore Regional Head of Creative Services
Wilfred Soo Ham Creations Managing Director
David Teo Insert Coin Director
Henry Gaunt The Visual Asylum CEO
Luke Benfield The Visual Asylum Director
Daniel Toelke Eberwein Film Director
Spencer Wong Freeflow Productions Director
Omar De Vera Freeflow Productions Senior Editor
Ong Wei Ting Freeflow Productions Senior Producer
Jay Sy Freeflow Productions Senior Editor
David Stevanor Ogilvy & Mather Singapore Senior Art Director

Brief Explanation

How do we demonstrate that even a small contribution can have a big impact in the fight to reverse global warming? We developed an installation that showed people the positive effects of their contribution, just as they made them. One that, at first, features water dripping from an iceberg. But when someone made a pledge or a small donation with their mobile phone, the drops of water would immediately reverse, seemingly defying the laws of gravity. This mesmerizing experience was made possible by the use of stroboscopic motion technology that could only be activated by the mobile device. It is the first time the technology has ever been used to such effect.

Execution

To help Greenpeace garner public support for climate change action, we turned an existing outdoor space into a mind-boggling spectacle. The installation was made with a combination of strobe lights pulsing at extremely high frequencies, and a water pump, pre-programmed to control the rate of water drops. By adjusting these pulses of light, we could determine how the water appeared to move. People were invited to reverse the effects of global warming by using their mobile phones to make a pledge or a small donation via NFC or QR code. Doing so triggered the pulses of light to change its frequency, so that the water appeared to “reverse”. It is the first time an outdoor installation has used the concept of stroboscopic motion to such effect.

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