Creativity

Greenpeace Southeast Asia: It Will Be Too Late When We Rethink Global Warming

BBDO/Bangkok went to great lengths to make a pair of Greenpeace ads intended to coincide with the Intergovernmental Panel on Climate Change, held in Bangkok on April 30. Since, as CD/AD Weerachon Weeraworawit puts it, "we're sitting on our asses

Published on May 31, 2007

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BBDO/Bangkok went to great lengths to make a pair of Greenpeace ads intended to coincide with the Intergovernmental Panel on Climate Change, held in Bangkok on April 30. Since, as CD/AD Weerachon Weeraworawit puts it, "we're sitting on our asses on a world made of matches," the ads are made of matches, placed individually by hand. The exact number of matches required is unknown, but each sculpture, built on a 1.2-by-1.5-meter canvas, took two months to complete, the work being done by photographer Anuchai Secharunputong's assistants at Bangkok's Remix Studio. Match placement was guided by carefully researched reference maps provided by the agency, according to Weeraworawit, with Antarctica and South America targeted for their particularly dire situations.

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."

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