Apology from the future

GUERRILLA MARKETING CONCEPT & STRATEGY :: PRODUCTION :: The Copenhagen climate talks in December 2009 were going to be a pivotal opportunity to take action to prevent climate change. Some of the most powerful world leaders had not committed to attending, and TckTckTck embarked on a campaign to get them there. Greenpeace and TckTckTck booked prime advertising space in Copenhagen airport, but needed an idea for the space.

We proposed the ‘Apology From the Future’ campaign – ads depicting the leaders in the future, looking back and regretting their inaction. Arc executed the entire project from copywriting, concept development to production.

There was immense global pressure on these leaders. In the end, they all turned up for the negotiations.

The ads made the front pages of three major newspapers in Mexico, the Netherlands and Greece, was nominated for various awards and featured on the top advertising and design blogs. The campaign was recently awarded number 7 in the Guardians Top Ten climate change campaigns.

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