The Climate Change Effect
Experiential/Event - Single
Katherine Duerdoth (Rethink)
Winner: Rethink Client: IKEA Canada Creative Director: Mike Dubrick, Joel Holtby, Aaron Starkman, Chris Staples, Ian Grais Art Director: Joel Holtby Writer: Mike Dubrick, Gabrielle Elliot Designer: Jake Lim Producer: Alex Butt Strategy: Sean McDonald Strategist: Stacy Ross Ad Agency: Rethink Production Company: Studio M Director: Bryan Reid Editor: Joey Whitelaw Director of Photography: Christian Beilz Line Producer: Heidi Burbela, Maureen Riley Post-Production: Rooster Post On-Line: Fort York VFX Grading: Alter Ego Audio House: Grayson Matthews Account Director: Sarah Riedlinger Account Manager: Becky Rudson
By 2050, global temperatures will rise by 4° Celsius. But that's intangible and hard for people to understand. And, it's easy for businesses to ignore. Especially when it could hurt the bottom line. So, we brought climate change to life in IKEA. We shut off the temperature regulating system to raised temperatures to predicted levels. It was hot, uncomfortable, and vastly different from the usual pleasant IKEA experience. But it also made the issue unavoidable.