The Power of Action

This is a very well produced spot. The polar bear is such a beautiful creature, and with their very existence being a topic on so many media channels it’s no surprise that it becomes the representation of an environmental/energy alternative organization. The submerged shot in the pool is absolutely gorgeous. The website is a wonderfully interactive play zone that allows you to befriend a virtual polar bear. (I named mine Mallow, like Marshmallow. Love it.) You take short quizzes that educate you on your impact on the environment and this earns activities for your bear to enjoy—from feeding to playing. But apart from just playing it has a cool drag and drop comparison chart that gives you some easy to understand facts about our impact on the world around us.

The one thing I truly love about this campaign is that it’s not abrasive. It doesn’t scold you for destroying the world, it informs you that you are destroying it, and provides—here’s the key people—SIMPLE solutions and changes that we can all make to really make a difference. They’re are a ton of organizations with similar messages and similar goals, but this is one actually made me stay and play for a bit. And getting someone to stop and learn is the first step and making a change.

Great Job, Creatives.

Credits:

Advertising Agency: Mullen, Wenham, MA, USA
Chief Creative Officer: Edward Boches
Executive Creative Director: Mark Wenneker
Group Creative Director/CW: Stephen Mietelski
Group Creative Director/AD: Michael Ancevic
Director of Broadcast Production: Liza Near
Agency Broadcast Producer: Erika Whitters
Agency Account Service: Drayton Martin; Julie Carney; Kelly Dickens
Broadcast Production Company: HKM (Los Angeles)
Director: JacobsBriere
Director of Photography: Stefan Czapsky
Executive Producer: Ned Brown
Producer: Line Postmyr
Location: Los Angeles
Stock Footage: BBC/Footage Bank/ National Geographic/Thought Equity/Getty
Editorial: Final Cut (NYC/LA)
Editor: Stephen Berger
Assistant Editor: Georgia Dodson
Executive Producer: Kiayan Reuter (NY producer: Melati Pohan)
Post Production: CO3 (Los Angeles)
Colorist: Stefan Sonnenfeld
Online Editor: Brickyard (Dave Waller)
Visual Effects: D-Train (Los Angeles)
Compositor: Dan Connelly
Artist: Ben Gibbs
Producer: Shannon Preece
Audio Post: Nylon (NYC/Australia)
Mixer: Dave Robertson
Assistant Producer: Karena Cameron
Music Production: Nylon
Sound Design: Nylon
Aired: June 2008