Melting Point

Agency: The 10 Group


Genpact (NYSE: G), a global professional services firm focused on delivering digital transformation, is inviting the world to help fight climate change in a 24 hour fundraising campaign, ‘Melting Point,’ which draws attention to the perils of our warming planet.
Ahead of this weekend’s Formula E London E-Prix, Genpact’s ‘Melting Point’ campaign sees a sustainably sourced three-tonne ice replica of an Envision Virgin Racing Formula E car installed by Tower Bridge in Potters Field Park, with people invited to predict the percentage of total ice melt as it is exposed to the elements for 24 hours.
The ice replica is made using recycled rainwater, and for every entry, Genpact will donate $1 to the Arctic Ice Project, a non-profit organisation that aims to slow climate change by restoring ice in the Arctic, in a bid to raise a total of $10,000.
To bring awareness to the critical issue of climate change and leverage the same AI-powered algorithms that have helped Envision Virgin Racing predict the number of laps in a race, Genpact will forecast the percentage of the ice car that will melt over this period and provide real-time updates on temperature, wind speed, rainfall, and local footfall.

This professional campaign titled 'Melting Point' was published in United Kingdom in July, 2021. It was created for the brand: Genpact, by ad agency: The 10 Group. This Integrated medium campaign is related to the Professional Services industry and contains 2 media assets. It was submitted over 2 years ago by Senior Account Manager: Chloe of The 10 Group.


Advertising Agency: The 10 Group, London, United Kingdom of Great Britain and Northern Ireland
Professional Services Firm: Genpact

Senda Verde


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