This site is hitting almost a million unique visitors already.
BBDO and Proximity Singapore has created a one-of-its-kind interactive web experience (worldunderwater.org) that uses Web GL to show viewers the catastrophic impact of global warming and melting ice caps on their very own neighbourhoods with the help of Google Street View.
BBDO is part of Omnicom Group Inc., a global marketing and corporate communications company while CarbonStory is a crowdfunding platform for climate change projects.
Users can choose any location in the world on Google Street View and see what it will look like after sea levels have risen. They can then share their Street View underwater on Facebook and Twitter.
The communications went live on 30 April. As of to-date, the team behind the project said that the site now has 3,173,139 page views and 900,597 visits from 186 countries. The 823,781 unique visitors spent 1,621,074 minutes online which is equivalent to over 3 years.
Inspired by the World Environment Day slogan 'Raise your voice, not the sea levels', BBDO and Proximity Singapore and CarbonStory aim to encourage people to reduce their carbon footprint and offset what is left.
According to the team behind the campaign, the idea isn’t just about shocking people, but giving them an opportunity to be a part of the solution by calculating and offsetting their carbon footprint using CarbonStory’s website.
“Over the years there has been a lot of talk about climate change but sadly not enough action. The World Under Water Campaign has been designed not just to increase awareness about climate change but also to give people a platform to take action to create a better future”, Andreas Birnik, co-founder of CarbonStory said.
“At BBDO and Proximity Singapore we are driven by innovation. Conceptualised and built in-house, this campaign is a result of the close collaboration between our tech development and creative teams. But most importantly, if you strip away all the geekiness, this is an emotionally engaging consumer experience that we hope will change behaviours”, commented Ronald Ng, chief creative officer of BBDO and Proximity Singapore.
The team behind the campaign:
CCO: Ronald Ng
Creative Director: Melanie Clancy
Copywriters: Nikhil Panjwani, Firrdaus Yusoff, Melanie Clancy
Art Directors: Gary Lim, Savio Fonseca, Shum Qi Hao
Tech Team: Laurent Thevenet, Alfred Tan, Tristan Soriaga, Aimee Sohn, Timothy Vazquez
Production: Denise Loke, Ann May Chua, Nicolyn Marino
Account Management: Fiona Huang
Production House: Iceberg Design
Music: Fuse Asia
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