The human perspective

Getting people to care about the Arctic isn’t easy. It’s far away from pretty much everywhere and very few people will ever visit it in there lifetimes. This disconnect is something that Greenpeace tries to overcome every time it releases a new ad campaign. And in an effort to drum the message home, the oraganisation’s latest campaign tells the story of someone anyone could connect with: a young, creative child.  

The campaign shows the protagonist, creating what appears to be a suit of armour out of a range of random items around her room. She then heads downstairs, where she climbs into a contraption that takes her on an underwater adventure, via some cleverly positioned screens. But then, just as the viewer is drawn into the mesmerising scene, a giant fishing net wraps around the vehicle and destroys everything. The point being that we should care about the environment as much as we do for our children.    

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