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ANDY Awards

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

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TitleMeltdown Flag (India)
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 displays a modified version of the Indian flag, symbolically illustrating the retreat of glaciers over time. The white band, representing glaciers, shrinks from 1995 to 2050. This visualization uses the national flag to depict the consequences of climate change on India. The text emphasizes the critical impact of glacier retreat on water supply while urging visitors to learn more through an AR filter or via the Meltdown Flags initiative. The stark imagery and the message underline the urgent need for climate awareness and action.
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