Seagull Advertising's Polar Bear - the only Indian work to be featured at the Cannes Lions'15 ACT Responsible Expo

Seagull Advertising’s work done for Thermax Profetherm is the only Indian work to be featured at the Cannes Lions'15 ACT Responsible  – a platform that showcases outstanding work with an objective to remain responsible towards the planet.

The ACT Expo at Cannes this year features over 110 pieces of brilliant work from 88 countries and Seagull Advertising’s entry is the only Indian work to be featured in this. This is a showcase of work that is picked from the best around the world by ACT Responsible.

The insight behind the Thermax Profetherm Polar Bear Campaign: Unplug to save the Polar Bear.
In large enterprises and big office environments, employees are careless about using power judiciously. It's a common sight to see ACs running in empty Conference Rooms, lights switched on in departments during off­duty hours and so on.This irresponsible behaviour not only ends up as huge power bills but also contributes significantly towards global warming. So the need to address this issue and fix it was paramount. Thermax’s division ProfeTherm, being in the  business of helping its clients save energy and increase profitability, this was the perfect environment to begin the unplugging.

THE IDEA
Let’s unplug. The campaign started by promoting the Unplug message creating powerful creatives showcasing the Polar Bear and other endangered species. This was followed by an activation programme.

A plug point when inverted, resembles a polar bear, one of the few endangered species that would suffer due to global warming. So Thermax ProfeTherm decided to unplug all of its systems and put up these polar bear stickers on existing plug points. Employees, when wanted to plug their computers and systems were flummoxed to see the plug points inverted, only to realise later that it’s actually a sticker. On lifting the sticker the reminder message of being responsible towards the environment got communicated. It was followed up with a message to follow a ’Green Hour’ as a way to pay back to the environment.

THE RESULT
Division heads were amazed at the response when they noticed near 100% participation and ProfeTherm is confident of reduced energy bills thanks to increased awareness. The ’Green Hour’ has also been made a regular event across Thermax’s other divisions and offices.

As part of the Cannes ACT Expo showcase, Seagull Advertising hopes to contribute its mite in saving the planet by urging people to unplug and ACT responsibly.

Polar Bear campaign link

https://act.adforum.com/icg/playlist/10182/fullscreen and https://www.seagulladvertising.com/work/thermax/