TBWA\NZ and 2degrees Freeze 15 Phones in 2 Tonnes of Ice to Highlight Climate Crisis

TBWA\New Zealand froze 15 ringing phones in 2,500 litres of water to urge Kiwis to 'Answer the Call' on climate change.

The installation for telco 2degrees - measuring three-metres high and two-metres wide, weighing two tonnes, and comprising 49 ice blocks - was a response to businesses rolling back their net zero commitments over the past few years, while 2degrees has doubled down on its own sustainability goals. The telco is the first in New Zealand to have its goal of reaching net-zero greenhouse gas emissions by 2040 validated by Science Based Targets Initiative.

Created in Auckland last week, the sculpture visually represents the problem, with ‘Earth’ calling from inside the blocks of ice, and remaining unanswered. TBWA\New Zealand’s chief creative officer, Shane Bradnick, told LBB that, in Antarctica and Greenland, the ice predicted to melt this year alone is the equivalent of roughly 168 billion of 2degrees’ two-tonne ice sculpture.

“Our ‘Answer the Call’ installation is a bold, physical reminder that the climate crisis is happening and it’s up to all of us to act before it’s too late. It’s always inspiring when we can work with our client partners to make great work that also inspires change,” Shane said.

Figuring out how to freeze phones and ensure they still worked was a “journey involving plenty of rigorous testing,” Shane said. 

TBWA\New Zealand placed waterproof phones into the ice blocks when they were partially frozen, and "the phones all worked perfectly on the day.” Now the ice has melted, the phones can be reused.

“Our process involved a hefty amount of planning and testing and it was imperative that this was done sustainably,” Shane said.

“We worked with ice and production partners to ensure we delivered the impact safely and sustainably. We had a combination of 49 individual blocks that made up our 3-metre high installation. Our partners captured rainwater in their tanks during winter and used freezers to store the ice for transportation.”

The sculpture was placed in Britomart’s Takutai Square, and was seen by thousands in person, and thousands more online. Members of the public were invited to touch the ice, and scan a QR code to learn more about 2degrees’ sustainability journey.

The ice melted over the course of the day, with a structural barrier keeping the water in place.

“We knew we needed something engaging, that would ignite conversation about climate change,” said 2degrees’ general manager of marketing, Dave Pearce. 

“It’s a hugely important issue to Kiwis, and a key part of 2degrees’ purpose of fighting for fair. Having our net zero by 2040 target validated is a big deal, and took a lot of work for our team - but we needed a way to promote our Fight for Fair that could engage the public too.”

Shane added, “Mother Nature is unpredictable and needs to be respected; which is exactly what we are communicating through Answer the call.

“In recent years we have seen a lot of businesses walk back their net zero targets and this installation was all about stopping people in their tracks and getting them thinking about the harsh reality of climate change and how we need New Zealand businesses to be answering the call again. As the brand that fights for fair, it’s only fair that we answer the call and do our bit.”

The agency launched 2degrees’ Fighting for Fair program in 2019.