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Ogilvy Activation ‘submerges’ a city to create awareness about global warming

Ogilvy Activation ‘submerges’ a city to create awareness about global warming

Author | Pallavi Goorha | Friday, Jan 25,2008 6:55 AM

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Ogilvy Activation ‘submerges’ a city to create awareness about global warming

Ogilvy Activation, the OOH unit of O&M, adopted an eye-catching outdoor initiative to emphasise on the immediacy of saving Earth from further environmental damage. The unique OOH innovation was carried in Mumbai to create awareness about HSBC Bank’s website, which is dedicated to educating people on minimising climate change.

As the world’s first carbon neutral bank, HSBC pursues environmental initiatives throughout its organisation. The Bank’s climate partnership is a $100 million partnership to tackle the impact of climate change.

Elaborating on the campaign, Nabendu Bhattacharyya, Country Head-Landscapes & Signscapes, Ogilvy Activation, said, “The brief given to Ogilvy was to increase awareness of HSBC’s website, www.globalwarmingsolutions.co.in. The challenge was to reach out to people who are otherwise indifferent to the cause in a non-theoretical manner. HSBC wanted to convey the message in a unique visual way that would grab people’s attention and couldn’t be ignored.”

Bhattacharya further said, “The Ogilvy team came up with an innovative way to show the adverse impact of global climate change. They glued an aerial view of a city to the base of a swimming pool. In keeping with the nature conservation proposition, the installation was done at a time when the pool was being drained and cleaned, thus ensuring no extra water was utilised for this ad. When the pool was filled with water afterwards, it gave a shocking effect akin to a city submerged in water. The visual of a sunken city shocked swimmers and onlookers, driving home the impact of global warming, and how it could destroy our world someday.”

“To start with, this was done at a health club swimming pool in Bhaktipark, Wadala, Mumbai, during the December 23, 2007 to January 8, 2008 period. The response to this installation has been so positive that HSBC plans to take it forward to other locations in Mumbai, and later to other cities across India,” said Bhattacharya.

Tags: e4m

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