Antarctica is home to "the world's biggest ice sheet, which is melting at an alarming rate," while the "South American rainforest is the world's lungs, and we can't afford to go on losing it." As for the far easier solution of just doing it in Photoshop, "we discussed creating the campaign digitally, but we all agreed that the result wouldn't be right. We didn't want our audience to feel that these ads are nothing but digital manipulations. Since global warming is a man-made threat, the ads should be created by human hands as well. We felt there was no other way."
And if it's not completely clear that you're looking at matches when you glance at the ad, "we intended to make it subtle," says Weeraworawit. "We're urging people to have a careful look at these ads, just like we really need them to have a second look at our world."