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Mont BLANK

The Problem

Create a guerrilla marketing campaign that encourages sports fans to take action against climate change. This is all about creating a powerful idea that uses on-the-ground activations to get to the fans. After weeks of research, we found that by 2100, %90 of the Alpine glaciers will melt due to climate change. Mont Blanc, the most touristic Alpine ski mountain, is at the heart of this problem.

The Solution

The best way to make people take action is to reach to those who care about this mountain: Skiers and snowboarders. We asked ourselves what do these people do when they are not on the slopes? They drink. A lot. Especially in Europe. We decided to place a giant snowglobe near the bars around the town. It will only snow on the snowglobe if they recycle their glass bottle. 

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Mapping the consumer journey tremendously helps with how and where to reach the target. The idea is to place a giant snowglobe near the popular bars where people will be enjoying their drinks after a long day skiing. This stunt will create awareness of the eye-opening fact that is happening right there. We will not only create awareness but encourage them to help save the mountain with what they already have with them. 

So, why glass?

 

Benefits of recycling glass 

  • Energy saving

  • Reducing landfills

  • Saving greenhouse gas emissions

  • Improvement of air and water quality

  • Saving raw material

Chamonix, Mont Blanc 1914 vs. 2021

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This comparison deeply impacted the way I approached to this project.

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