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ANDY Awards

Creative Award
New York, United States
Atlantic - "37 days " by ANDY Awards 2016

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Title37 days
Agency
Campaign 37 Days
Advertiser Atlantic
Brand Atlantic
PostedOctober 2015
Business Sector Home Appliances, Furniture & Gardening
Media Type Case Study
Length
AI Description The ad titled "37 Days" by Atlantic, aired in 2015, showcases a unique experiment where life is brought to an icy, barren mountain environment. In frigid temperatures as low as -30°C, a transparent cube insulated with advanced heating technology from Atlantic is set up. This controlled microcosm contains seeds and ice blocks, which slowly melt to provide water and initiate plant growth. The ad highlights the growth of flowers against a stark snowy backdrop, reinforcing the message that even in the harshest conditions, life can thrive with the right technology. The experiment captures the flourishing of vegetation, emphasizing the critical role of heat in creating and sustaining life. After completion, flowers grown in the hostile environment are encased in resin blocks and distributed as tokens, promoting the story through heatislife.com. The imagery used is of pure white flowers and the pristine snowy surroundings, enhanced by a serene and scientific tone, aligning with Atlantic’s brand message of efficient heating solutions.
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