OBJECTIVE: Awareness around the issue of global warming is lower than usual. MTV Switch, MTV’s International's Global Climate Change Campaign, needed a program that caught the attention of the people of Amsterdam, and drove them to the MTV Switch website – all without using expensive media.
INSIGHT: Living in the canals, the people of Amsterdam are constantly surrounded by bodies of water. For them, they would need to see what the effects of global warming would mean to them if it continues.
ACTION: To raise awareness of the rising sea level due to global warming, the team developed an amusing campaign that used two arms mounted on a small remote control submarine. When placed in the Amsterdam canals it seems as if a submerged man was holding up a sign that read: Global Warming. What’s all the fuss about?
REACTION: The promotion was found posted in over 50 different blogs and covered in just as many magazines. It was also on more than 6,500 internet sites worldwide. The program also received many awards including the UNDPI, United Nations Award and a Gold and Silver at the 2009 New York Festival.