To make people aware of the rising sea level caused by global warming, we confronted them in an amusing way with a serious message using a floating board in the Amsterdam canals. This board seemed to be held by a submerged man with just his hands sticking out of the water. In reality it was two arms mounted on a small remote control submarine. The copy said: Global warming, what’s all the fuss about? Find out for yourself www.mtvswitch.org.

The promotion travelled into more than 50 different relevant blogs and magazines. Because of the massive positive feedback, MTV is not only looking to extend the promotion to other Dutch cities, but also air it on TV.