The Atlantic Group pushes the boundaries of what role electric heating plays in all our lives. In a country where electric heaters are seen as weak, the activation strives to create an emotional experience intended to move people by the power of an element often times forgotten for its ability to create life: heat.

 

2400 meters above sea level in temperatures as low as -30 degrees Celsius, the Cube, a structure warmed by two electric heaters, was placed atop an isolated mountain in British Columbia. In each section of the Cube, hibernating life forms stood next to blocks of ice strategically positioned to irrigate the growing vegetation as it melted. In 37 days, centered in an environment hostile to any sort of plant life, the installation helped to sprout several types of greenery that stunningly bloomed in the midst of a cold, wintry abyss.

Agency: Leo Burnett France,

Creative Director: Xavier Beauregard, 

Art Director: Jerome Gonfond, 

Copywriter: Hadi Hassan-Helou,

Conception: Thomas Czarnecki,

Christophe Corsand, Hadi Hassan-Helou,

Jerome Gonfond,

Director: Olivier Staub

Awards

2 Gold, 1 Bronze Film Craft at Cannes Lions 2015

1 Bronze Film  at Cannes Lions 2015

1 Graphite Pencil at D&AD 2016

3 Gold at Andy Awards 2016

1 Silver, 2 Bronze at One Show 2016

1 Silver 1 Bronze at New York Festival 2016

Prix Campagne intégrée at Club des AD 2016

Prix at Grand Prix Stratégies 2016

1 Bronze at Grand Prix du Brand Content 2016

3 Silver at ADC 2016

1 Grand Prix, 1 Gold Design at Cristal Festival 2015
1 Siver Online Film at Cristal Festival 2015

1 Silver, 1 Bronze Film Craft at Cristal Festival 2015

1 Bronze Filmat Cristal Festival 2015

1 Gold Film, 1 Silver PR at Epica 2015

1 Gold Film, 1 Siver Design at ADCE 2015

1 Gold Branded Content at LIA 2015

2 Silver Film Craft at LIA 2015
1 Bronze Design at Clio 2015

2 Silver 1 Bronze at Shark awards 2015

#4 Top Alternative & Innovative campaign 2015 - Directory
#9 Top Film 2015 - Directory

Top 10 most creative, inventive commercials of 2015 - Mashable