Global temperatures are on the rise, and so are water levels. A bunch of different organizations are trying to raise public awareness about this environmental threat, but few are doing it quite as effectively as HSBC Bank.
The bank hired advertising agency Ogilvy & Mather in Mumbai to come up with a clever and chilling ad campaign. The ad agency took an aerial shot of the New York City skyline and put it at the bottom of a swimming pool in Mumbai. Swimmers might hop in to take a dip, only to realize that they’re backstroking over top of one of the world’s most iconic cities. The unsaid message is as clear as the chlorinated water: this is the fate of the world if we do not stop global warming.
This campaign may be a tad exaggerated, but it doesn’t make the point that HSBC bank is trying to make any less important. Rising water levels can’t actually ever get high enough to drown New York’s skyscrapers beneath a mile of water, but there is enough frozen H2O out there to completely destroy coastal cities. All it takes is a few feet of water and hundreds of coastal locations around Earth will be swallowed up by the ocean.
Part of what makes this swimming pool so effective is that it gives people an up-close-and-personal view of problem. Because most people feel detached from the real-life consequences of global warming, it can be a bit hard to really make your point. Evidently, Ogilvy & Mather overcame that hurdle amazingly well with a bit of viral marketing. The swimming pool, which featured a URL along the side of it, caused a 300% spike in website traffic.
Normally I want to jump in and swim in / sail on / sleep in the architectural marvels that I review, but I’m not so sure about this one. I feel like swimming in this swimming pool would give me the heebie-jeebies. It really gives you a doomsday feel, like it’s out of a scene from some kind of apocalyptic Hollywood movie.