Climate change often remains abstract and difficult to grasp. Grabarz & Partner is now using the Miniatur Wunderland in Hamburg – the world's largest model railway – to create an impressive campaign for Deutsche Telekom. With the help of an interactive augmented reality app, visitors can experience the potential consequences of global warming firsthand. The campaign is complemented by a landing page and a short film in which a horrified girl watches as iconic sites like Neuschwanstein Castle and Venice are affected by natural disasters. Her desperate cry of "Why isn't anyone looking?" is memorable.
Deutsche Telekom implemented the campaign in collaboration with leading creative agencies and technology partners: Grabarz & Partner are responsible for the conception and campaign development, Curious Company conceived and developed the AR app, and Tony Petersen Film produced the film with The Glue Society as lead director.
"The Miniatur Wunderland illustrates how fragile our world is. We're using this perspective to make climate change tangible. This way, we show what happens if we do nothing and how we can still avert the catastrophe," says Ralf Heuel, CCO and partner at Grabarz & Partner.
"Our campaign emphatically demonstrates that we can all be part of the solution," adds Uli Klenke, Head of Brand at Deutsche Telekom.
More information via green-magenta.com/together
