White Roofs, Arctic hare

Agency Network: 
June 2010
Greenpeace:  White Roofs, Arctic hare


Print advertisement created by Ogilvy, South Africa for Greenpeace, within the category: Public Interest, NGO.


White is the new green
Simply painting your roof white reflects the sun’s rays, which helps cool down the environment. in the fight against global warming, one degree cooler in our cities equates to three degrees cooler at the poles. Which means a better chance of survival for animals like the Arctic Fox, whose home is melting at a rapid rate.

Advertising Agency: Ogilvy, Johannesburg, South Africa
Executive Creative Director: Fran Luckin
Creative Director: Mike Martin
Art Director: Marianne van Onselen
Copywriter: Stephanie van Niekerk
Retoucher: Paul Vermeulen
Photographer: Mike Lewis
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Taylormade's picture

Doesn't really feel like it has the legs for a campaign. Would have been nice if they had thought of some other tips to communicate. Quick example: growing grass on your roof.

Activity Score 406
risikawi's picture

Unless the grass is white, it doesn't make your roof more reflective and doing it requires much more effort than painting. They have one clear message to deliver, why cluter with stuff only few would try?

Activity Score 44
Public Relations
Taylormade's picture

Grass on your roof reduces energy consumption and the urban heat island effect. So if the goal of these ads is to stop global warming, it would be a viable execution that would complement the white roof idea. As the campaign stands now, it's just the same ad three times. And in all likelihood, the aim of these ads isn't to stop global warming, it's to encourage global award giving (to the agency). So I was just saying that if they had justified the second and third execution a little better, the thinking wouldn't seem quite as lazy.They are nicely executed ads and the idea is better than average, but it is a bit repetitive.

Activity Score 406
rabeat's picture


Activity Score 58
Graphic Designer
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