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

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TitleMeltdown Flag (United States)
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 presents the visualization of glacier retreat using a stylized version of the United States flag. The traditional flag's white stripes are depicted as gradually disappearing, symbolizing the melting glaciers from 1995 to 2050. This represents the reduction of glacier ice and its impact on drinking water supplies. The flag, therefore, becomes a visual metaphor for the seriousness of climate change. The tagline highlights the connection between glaciers and national survival. The AR filter allows interaction with this theme, enhancing awareness through digital exhibitions and educational tools like schoolbooks. The overall message is to make the general public conscious of the escalating environmental crisis and motivate sustainable action and policy change.
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