Cannes Lions

Global warming, Our future is disappearing

HEALING BRUSH, Seongnam / GREENPEACE / 2019

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Overview

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Overview

Background

As Arctic glaciers are melting due to climate change, every country in the world is suffering from abnormal weather such as heavy snow, heat waves, droughts and supersized typhoons. What is happening in the North Pole is also influencing everyone’s life

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Thus, we aimed to point out problems of the current generation that had been forgotten because there were no directly huge damages caused by climate change. And furthermore, we aimed to deliver the fact that the future of descendants and the future of our children would be threatened, in a simple and easy method with a twist, so that the whole world could empathize with it.

Idea

This campaign using installation art includes the unmelted and uninterested adult statue expressing our perspective of the current period and melted child statue representing the future.

In the production process of those statues, the statues of mother and child should visually look like the same material and only the child statue should be melting down, which was a totally new challenge.

In order to make the degree of reflection, brightness, and chroma of ice used for the child statue look visually similar to the adult statue as much as possible, we had to go through many tests for about two months.

In the test results, we were able to produce the satisfactory statues.

Strategy

In the past, global warming-related campaigns have only dealt with polar bears, penguins, and melting glaciers. However, it is limited to deliver the urgent reality we are facing now. Thus, the shapes of humans have been used for delivering the fact that our future is threatened.

Also, by expressing the adults leading the current generation into a non-melting material and expressing our descendants into melting ice, we aimed to symbolically express the look of the current mankind forgetting and ignoring the global warming, and also the look of mankind slowly melting down and disappearing.

Even though those two statues did not look like responding to the heat as they were produced with the same material, the twisted process in which only the child was melting down was taken and produced into a video. We planned to heighten the relevant video as an issue online.

Execution

In the summer of 2018, we displayed white statues of mother and child at Cheonggye Plaza which was one of the places with the most floating population in Seoul.

These two statues were produced in the size of actual adult and child. Even in the hot summer temperature reaching almost 38?, the shape of the adult statue showed no changes at all while the child statue was produced to be slowly melting.

By producing a 40-second video of the process in which the displayed statutes were changing, our message could be spread to the whole world.

Outcome

This campaign using installation art includes the unmelted and uninterested adult statue expressing our perspective of the current period and melted child statue representing the future.

In the production process of those statues, the statues of mother and child should visually look like the same material and only the child statue should be melting down, which was a totally new challenge.

In order to make the degree of reflection, brightness, and chroma of ice used for the child statue look visually similar to the adult statue as much as possible, we had to go through many tests for about two months.

In the test results, we were able to produce the satisfactory statues.

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