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ECO ART ACTIVISM: Swimming Above a Submerged City
Talk about subliminal advertising. HSBC Bank hired advertising agency Oglivy & Mather in Mumbai to create a campaign for their website, www.globalwarmingsolutions.co.in, designed to call the public’s attention to the reality of global warming. The campaign entailed placing a bird’s eye view of New York City’s skyline at the bottom of a pool located in India’s financial capital, Mumbai. Aimed to capture the attention of unsuspecting swimmers, the stunt is an elegantly simple idea of what climate change could mean for some of the world’s coastal cities.
With a large URL printed on the side of the pool, the campaign was aimed to bring as much as traffic as possible to the site. According to Oglivy & Mather, the results were positive with 300% more traffic into the website and more individuals pledging their support to environmental efforts.
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