Zero is closer | MarkeTHINK zone

Zero is closer than you think

This social campaign is developed by ad agency “SQUARED” to raise awareness about the climate changes.

Using polar bears as one of the most recognized symbols of the climate changes, the campaign is revealing shocking real-life facts as part of the key messages:

The Arctic warmed 0.000015°C since you started reading this. 4x faster than the rest of Earth.
43 m² of Arctic sea ice disappeared since you started reading this. 13% loss per decade.
Polar bears lost 145 km² of habitat since you started reading this. 3 500 km² by the end of the day.

And this live statistic in the form of key messages is not just presenting facts – it is a real-time countdown. Instead of saying climate change is happening, the campaign demonstrates that it is occurring right now, making the issue immediate and personal.

And then comes the memorable headline of the campaign “Zero is closer than you think.”

This campaign combines 3 persuasive elements:

Emotion – through the vulnerable polar bear;
Logic – through real-time environmental statistics;
Urgency – by showing that the climate changes continue while the audience is reading the respective key message of the campaign.

And here are the key visuals.

Enjoy!