The Atlantic Group - "37 Days"

A new film, “37 Days" by The Atlantic Group, a European heating company, and Leo Burnett Paris, will take you on an icy adventure to the isolated mountains in British Columbia where the notion, "Heat is Life” is illustrated in full force. In a hostile environment (2,400 meters above sea level in temperatures as low as –30° Celsius), The Cube housed two sections heated by two electric heaters. In each section were hibernating life forms and blocks of ice positioned to irrigate the growing vegetation. Over 37 days, we witnessed the blossoming of plants and the birth of butterflies — a stark contrast to life (or the lack of it) outside The Cube.