White Roofs, Polar Bear

Agency Network: 
June 2010
Greenpeace:  White Roofs, Polar Bear


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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Highest Rated

mr.x's picture

Nice work!

Activity Score 998
Forsbergs Skola
Troll's picture

I wish this had come out before the SPCA and Vodacom campaigns because I prefer this out of all the "bird's eye view, image in the suburb" executions. Unfortunately it didn't.

Activity Score 672
Copywriter |


morse's picture
Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

MindDrift's picture

No doubt it looks nice, but "something that looks something else" type of ads are getting old.

Activity Score 1164
Art Director
jeph's picture

I may be a bit biased here -- yet, while I totally agree that the something-that-looks-like-something-else thing is pretty old hat, I do think that this is pretty well thought-out. The copy and the art direction work way too well together to just sort of sweep this one under the rug.

Activity Score 156
Ron Burgundy's picture

agreed...and i don't think visual metaphors are going away any time soon.

Ron Burgundy
Activity Score 1626
Art Director at Southern California
Troll's picture

I agree with both of you. These executions seem like the best way of expressing the message. It's just unfortunate it came at the time it did, considering the SPCA and Vodacom campaigns.

Activity Score 672
Copywriter |


jackblack's picture

Makes sense. Execution relevant for the idea.

Activity Score 2363
Art Director
mr.x's picture

Nice work!

Activity Score 998
Forsbergs Skola
Roger Keynes's picture

Job done, Ivan. ;)

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

peticaca's picture

Ok ok, we just saw two campaign looking like this one the past week.... but I think this concept is kind of interesting!
I whish this is not just a photoshop thing... I whish they actualy did those paintings on roofs!

Activity Score 189
nemesis's picture

good one!
the execution resource has been used before, but, so what? it's relevant and it works!

Activity Score 767
Creative Director
Helmet Chrome's picture

7 stars for information I didn't know placed in a simple to understand execution... AD gimmicks aside the truth and idea is here.

Helmet Chrome
Activity Score 258
Art Director
Glut's picture

works very good, it´s true it´s not a new resource but it´s extremely relevant.

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
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