BBDO and Proximity Singapore launched a shocking and unique digital campaign last week entitled “World Under Water.” The campaign takes the form of a bespoke website, which aims to raise our awareness of global warming by showing us Google Map Street View images of what some of the world's largest cities would like like if the ice caps were to melt and the world were to be flooded. The campaign was launched in conjunction with the crowd-funding site for climate change projects, CarbonStory, ahead of the upcoming World Environment Day on the 5th of June.
The campaign takes the form of a bespoke website, which aims to raise our awareness of global warming
The idea behind the campaign as inspired by the World Environment Day slogan; “Raise your voice, not the sea levels,” and it provides users with a terrifyingly realistic glimpse at the potential future that awaits us if global warming continues at its current pace. The idea is to convince us to commit to commit to simple acts of “Eco kindness” on a daily basis, which might not seem like much of a big deal, but should really go a long way towards decreasing our carbon footprints. The site also allows users to calculate their annual emissions, offset their carbon footprint and support a local, national or international green project.
Many might believe, of course, that landlocked cities are safe from the effects of global warming, but the campaign shows us that it's not just coastal areas that could be tragically affected. The team used Street View and Web GL to underline this point by digitally submerging cities such as Paris, Dubai, London, Singapore and Barcelona in water. As well as these major cities, users can use the site's bespoke search engine to search for any location they wish. So if you've ever wanted to see what your home town might look like in this potential tragic future, this is your chance. Of course it's not 100% accurate, but the effect is shocking enough that it should cause the more wasteful amongst us to wake up and pay attention.
The site also allows users to calculate their annual emissions, offset their carbon footprint and support a local, national or international green project.
Andreas Birnik, CarbonStory's co-founder says that whilst there has been “A lot of talk about climate change,” there has sadly not been enough affirmative action. He says that this campaign has been “Designed not just to increase awareness about climate change, but also to give people a platform to take action to create a better future.” Roland Ng, chief creative officer of BBDO and Proximity Singapore added that “If you strip away all the geekiness, this is an emotionally engaging consumer experience” that they “hope will change behaviours.”
Benjamin Hiorns is a freelance writer and musician from the UK who has been making a concerted effort to reduce his own carbon footprint, ever since An Inconvenient Truth scared the stuffing out of him.