Singapore Environment Council | Polar Bears | Singapore

McCann Erickson and outdoor agency Clear Channel have created a series of posters with photochromatic ink from London. The poster design initially shows two polar bears on an expanse of Arctic ice. However, when in contact with sunlight, the ink changes colour to make the ice appear to melt. The hidden message in the poster tells, “It starts with their lives. It ends with yours.”

The campaign aims to drive traffic to the Singapore Environment Council website. The site contains information on environmental programmes, tips on bettering one’s surroundings and a carbon calculator to make people aware of their own carbon footprint.

McCann Erickson Singapore ECD Farrokh Madon said: “Bringing home the problem of melting ice caps to a country where people only see ice in their refrigerator required a special solution. By using the effect of the sun’s UV rays on the special photochromatic ink, we turned the problem into the solution and dramatized the effect of global warming."

The posters have been set up across town in major roads like the Orchard Road, Holland Road and Bukit Timah Road.



Credits:
Project Polar Bears
Client Singapore Environment Council
Creative agency McCann Erickson Singapore
Executive creative director Farrokh Madon
Copywriter Omar Marks
Art director Joseph Koh
Illustrator Yip Choon Fai
Media agency Clear Channel
Exposure Outdoor