Acts not Ads for the Environment

a weekend of email catch up (yes welcome to my life) lead me to this interesting and compelling work by Spring, an advertising & design agency in Vancouver, B.C. Canada.

this work is simple, single minded and damn clever. it shows a very clear understanding of how a highly conceptual issue - like climate warming - can be brought to life in an intriguing way through acts not ads. rather than create a common television or print campaign starring polar bears or melting glaciers, unlike most communications, this one choose to tap into two fundamental and powerful human understandings: 1) the motivating power of self interest vs self sacrifice, and 2) experiential framing...setting the issue in a personally relevant way. Lovely work and kudo's to the client for understanding a great idea when they see one.

The David Suzuki Foundation wanted to create awareness about the effects of global warming on our environment amongst Vancouverites skeptical about its authenticity. So, it enlisted Vancouver-based Spring Advertising to get them to visualize the effects on their own environment. To do that, Spring set up three-dimensional tide lines attached to city telephone poles in downtown Vancouver using a number of recycled mussel shells and fake barnacles fastened to vinyl prints. They were accompanied by street signs reading, "Global warming is closer than you think." Check out a video about the project on Spring's YouTube channel. 

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