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Creative Award
New York, United States
Meter Group - "Meltdown Flag (France)" by ANDY Awards 2021

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TitleMeltdown Flag (France)
Agency
Campaign Meltdown Flags
Advertiser METER Group
Brand Meter Group
Date of First Broadcast/Publication 2020 / 11
Business Sector Others
Story The glaciers are melting faster than ever. And with them 69% of the global drinking water supply. The environmental sensor company METER has been documenting glacier retreat for decades. But the scientific articles resulting from the data usually only reach an expert audience. The initiative around the Meltdown Flags aims to make the general public understand what is at stake.Meltdown Flags visualizes global glacier retreat, by reducing the color white in flags of countries with glaciers. From 1995, year of the first UN Climate Change Conference, to present day, until 2050, the point of no return for glaciers. For each country with glaciers, a separate data-based flag was created, showing the retreat of the glaciers in the coming years.The Meltdown AR filter let people interact with the flags in an exhibition, now at the Messner Mountain Museum. In classrooms, the filter was used in schoolbooks to learn more about glacier retreat. Online, visitors could access further information, offset their carbon footprint, download and buy the flags, and share their message with a type generator.
Media Type Print
Length
AI Description The ad features a striking depiction of the French flag where the white color is notably diminishing. It symbolizes the alarming rate at which glaciers are retreating. The flag is divided into segments labeled with the years 1995, 2020, and 2050, showing the progressive loss of the white color, representing glacier loss. The message emphasizes the critical situation of glacier retreat and its impact on drinking water supply. The visual is complemented by a tagline urging action and awareness—"If Glaciers Vanish So Will France." The ad utilizes a minimalist design to effectively convey a powerful environmental message. Visitors to the Meltdown Flags exhibition at the Messner Mountain Museum can interact with the piece using an AR filter, enhancing their understanding of climate change.
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