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Seagull’s ‘Polar Bear’ features at Cannes Lions ACT Responsible Expo

‘Polar Bear’ is the only Indian work to be featured at the Expo. It seeks to promote electricity conservation in offices

BestMediaInfo Bureau | Delhi | June 26, 2015

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Seagull Advertising’s work done for Thermax Profetherm, titled Polar Bear, is the only Indian work to be featured at the Cannes Lions 2015 ACT Responsible Expo – a platform that showcases outstanding work with an objective to remain responsible towards the planet.

The ACT Expo at Cannes this year features over 110 pieces of work from 88 countries.

The insight behind the Thermax ProfeTherm Polar Bear campaign is – ‘Unplug to save the polar bear’.

In large enterprises and big office environments, employees are careless about using power judiciously. It’s a common sight to see ACs running in empty conference rooms, lights switched on in departments during off duty hours and so on. This irresponsible behaviour not only ends up as huge power bills, but also contributes significantly towards global warming. So, the need to address this issue and fix it was paramount. Thermax’s division ProfeTherm, being in the business of helping its clients save energy and increase profitability, this was the perfect environment to begin the unplugging.

The campaign started by promoting the ‘Unplug’ message creating powerful creatives showcasing the Polar Bear and other endangered species. This was followed by an activation programme.

Division heads were amazed at the response when they noticed near 100 per cent participation and ProfeTherm is confident of reduced energy bills thanks to increased awareness. The ‘Green Hour’ has also been made a regular event across Thermax’s other divisions and offices.

Click here to view Seagull Advertising’s featured Polar Bear campaign.

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Info@BestMediaInfo.com

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