BBDO & Proximity's World Under Water Wins at FWA Cutting Edge

BBDO and Proximity Singapore’s ‘World Under Water’ campaign, has been declared the FWA Cutting Edge Project of the Year.

‘World Under Water’ is an unique interactive web experience that uses Web GL and Google Street View to demonstrate the catastrophic effects of climate change.

This awareness brought the critical issue of climate change to the masses. Thousands became part of the solution – helping to offset over 250 tonnes of carbon in the first month. Within one week, the site reached 213 countries and achieved 201 million media impressions. CNN, Fox News, BBC, Huffington Post and countless news stations and sites covered the project globally. The project was recently awarded two Spikes for Cyber and Direct.

A four week public vote determines the overall winner of the Project of the Year, from the previous 52 Cutting Edge Project of the Week winners. After the first week of voting, the shortlist is halved; second week, halved again; third week, reduced to three projects, then a final week of voting between the three finalists to determine the overall winner. ‘World Under Water’ won out over several of the Cannes Gold and Grand Prix winners from this year.

“I've always said that the simplest ideas have the greatest impact. This project certainly does convey the frightening reality of global warming in a way that everyone can finally relate to as every visitor to this site has the option to input their own address and see what global warming could create on their own doorstep. A unique, brilliantly executed and unforgettable project,” said Rob Ford, FWA Founder.

Laurent Thevenet, Technology Director, BBDO and Proximity Singapore commented “We had an idea, did some hacking, put it in the hands of the people, and boom! One million unique addresses under water. This just proves that the word of thumb has more power today than ever before. And huge thanks to all who believed and voted for World Under Water, making it the FWA No.1 Web Project of the Year. We hope everyone continues to support the cause.”