Explore the bleached coral reefs with Adshel and MEC.
To promote the upcoming release of Al Gore's An Inconvenient Sequel: Truth to Power, Paramount Pictures has partnered with Adshel for an out-of-home campaign depicting how global warming is significantly impacting the Great Barrier Reef.
From MEC, the campaign includes an Adshel immersive site on Flinders Street in Melbourne, which features a double-sided diorama of a reef undergoing coral bleaching, illustrating the gradual destruction of coral as global warming continues unabated.
It includes a styrene rock formation with 3D printed coloured and bleached coral and an LED ripple projection that creates an underwater effect.
MEC chose a high-impact out-of-home site to ensure maximum talkability, not just among passers-by in Melbourne but also through word of mouth, and across social and earned media.
MEC group business director Sarah Hunter says: “We love working with innovative clients at MEC and Paramount Pictures is definitely one of those. Outdoor remains a fantastic channel for high-impact, relevant and dynamic executions, and Adshel Immerse was the perfect way to communicate how the effects of climate change - addressed in the film - are affecting us in our very own backyard. We're very pleased with the result so far.”
The campaign went live on Monday 31 July and is supported by a national Adshel Live and rail campaign and a digital media component.
Adshel sales and marketing director David Roddick says: “We enjoyed working with MEC and Paramount Pictures to create this striking and thought-provoking execution.
“Our Immerse team are consistently developing world-leading innovation to ensure maximum impact and talkability. This campaign also aligns with Adshel's community focused approach, looking to reduce our footprint on the environment.”
