As COP26 kicks off in Glasgow, we’re proud to see our bold OOH campaign launch, in over 500 sites nationwide.
The campaign — The World is Looking to you, COP26 — is targeted at world leaders and delegates, urging them to make the right decisions at the conference. It is funded by Quadrature Climate Foundation who bought the media space 18 months ago in a bid to prevent corporate green-washing in and around the conference.
The art direction uses the construct of the human gaze to make the audience feel under global scrutiny, and the overall look and feel has a sense of urgency. The photography has been shot by well-known photographers including Steve McCurry and Gideon Mendel and captures people experiencing the devastating effects of the climate crisis, from France and Turkey to Florida and Thailand. (NB: We found talent on the ground, and did not fly anyone anywhere in the making of the work). Much of the photography was taken in the last few months.
Where we haven’t been able to show the full context of the photograph, we’ve included QR codes which — when scanned — unlock the ‘alarming reality’. A full 360° digital experience enables the viewer to immerse themselves in the scene for great empathy.
The campaign will feature ‘domination style’ across major airports (Heathrow, London City, Glasgow), train stations (St Pancras, Euston, Glasgow) and roadsides in and around Glasgow city. It will be hard to miss!