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The corporate social responsibility arm of OCBC Bank, OCBCCares, wanted to spread its sustainability message by highlighting the causes of global warming and its effects on the environment.

This campaign of three ads ran in the local newspapers, The Straits Times and Business Times, and in train stations throughout Singapore.

Each of the three ads highlights the cause and consequence of rising carbon emissions. The first ad shows a pair of polar bears on a small piece of ice in the ocean because of global warming. The second ad shows a cooked fish on a dinner plate accompanied by a thought-provoking headline, "Fish eat plastic. We eat fish." The third ad provokes the reader to eat their veggies for mother earth's sake because growing veggies produces 60% less CO2 emissions than rearing cattle.

Due to budget constraints, we created the ads with stock photography and digital imaging.

The campaign was well-received because of its exposure in mass media and out of home mediums. As a result, OCBCCares reinforced its positioning as a company that truly cares.