Seagull Advertising’s Thermax Profetherm Polar Bear Campaign which was featured at the Cannes Lions’15 ACT Responsible won a prestigious 3rd prize along with a citation at the closing award ceremony of the ACT Expo at Cannes – a platform that recognizes and celebrates creativity for ‘Good Causes’.
ACT Expo at Cannes this year featured over 110 pieces of brilliant work from 88 countries and Seagull Advertising’s entry was the only Indian work to be featured in this.
This campaign was an instant success amongst Thermax employees and customers,went viral and was picked by one of the teams at the Cannes which found that it had the potential to have a positive impact on environment.
THE PREMISE
In large enterprises and big office environments, employees are careless about using power judiciously. It’s a common sight to see ACs running in empty Conference Rooms, lights switched on in departments during off duty hours and so on. This irresponsible behaviour not only ends up as huge power bills but also contributes significantly towards global warming. So the need to address this issue and fix it was paramount. Thermax’s division Profetherm, being in the business of helping its clients save energy and increase profitability, this was the perfect environment to begin the unplugging.
THE IDEA
The effective Thermax Profetherm Polar Bear Campaign: Unplug to save the Polar Bear, created awareness about the perilous effect of global warming through powerful creatives that showcased the Polar Bear and other endangered species. The campaign that was created with a deep insight and a strong message to follow a ‘Green Hour’ has truly contributed in saving the planet by urging people to unplug and ACT responsibly.
A plug point when inverted resembles a polar bear, one of the few endangered species that would suffer due to global warming. So Thermax Profetherm decided to unplug all of its systems and put up these polar bear stickers on existing plug points. Employees, when wanted to plug their computers and systems were flummoxed to see the plug points inverted, only to realise later that it’s actually a sticker. On lifting the sticker the reminder message of being responsible towards the environment got communicated.
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