Title | THE REVERSE GLOBAL WARMING PROJECT |
Brand | GREENPEACE INTERNATIONAL GREENPEACE AUSTRALIA PACIFIC |
Product / Service | THE REVERSE GLOBAL WARMING PROJECT |
Category | E03. Special Build |
Entrant | OGILVY 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 |
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 |
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.
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.