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Warning signs about climate change abound in MullenLowe’s simple but potent campaign for Conservation International in Colombia.
Using footage from recent catastrophic storms, the spot below focuses on a familiar red-and-white symbol. Wind-blasted and rain-soaked, this particular traffic sign’s message, in such stormy context, takes on a deeper, global meaning:
“People are becoming desensitized to images of natural disasters, especially as the frequency of these events, due to climate change, increases,” Carlos Andrés Rodríguez, creative chief at MullenLowe SSP3, which developed the campaign, tells AdFreak.
“Rather than inundate them with more of the same,” he says, “we found a new perspective through ever-present witnesses of weather tragedies: traffic signs, which usually go unnoticed.
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