2degrees launches melting sculpture to highlight the need to ‘Answer the Call’ on climate change in new campaign via TBWA\NZ

Last week in Britomart, telecommunications business 2degrees unveiled a 2-tonne ice sculpture entitled “Answer the Call”. The concept, the brainchild of TBWA\ New Zealand, consisted of 49 frozen blocks of ice, some with mobile phones inside. Phone calls from Earth persistently rang out from within the ice, but no one answered.

As the urgency of climate change escalates worldwide, 2degrees looked to its creative agency partner for an impactful way to announce a key milestone in its sustainability journey – becoming the first New Zealand telecommunications business to have its target of reaching net-zero greenhouse gas emissions by 2040 validated by Science Based Targets initiative (SBTi)*.

Towering in at three metres high and two metres wide and made from 2,500 litres of rainwater, the installation unveiled in Britomart’s Takutai Square, turned the heads of thousands of people in person and thousands more online. Making a powerful statement, the installation invited the public to engage with the sculpture – touch the ice and scan the QR code to learn more about 2degrees’ sustainability journey all as Mother Nature took her course.

“We knew we needed something engaging, that would ignite conversation about climate change. It’s a hugely important issue to Kiwis, and a key part of 2degrees’ purpose of fighting of 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,” said Dave Pearce 2degrees GM Marketing.

TBWA\New Zealand worked closely with 2degrees and its production partners to sustainably design, test and bring the striking installation to life.

“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,” says Shane Bradnick, Chief Creative Officer at TBWA\New Zealand. “Answer the Call 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.”

The installation was sustainably planned using rainwater collected throughout winter. The mobile phones frozen inside were able to be reused once the ice had melted.

“The phones symbolically demonstrate the connection between the telecommunications industry and the need to act for the climate,” says Bradnick. “It’s bold, it’s immediate, and it taps into the power of visual storytelling to provoke conversation.”

The Answer the Call installation was not just a temporary installation. It was a strong reminder for us all to do what we can to combat climate change – 2degrees is recognising its industry’s impact and is committing to lowering its emissions.

Recognising the importance of sustainability in business, 2degrees has made information on its journey available for everyone to access and read. For more information on 2degrees’ sustainability initiatives visit 2degrees.nz/sustainability.

*2degrees’ net-zero by 2024 target is a commitment to reduce 90% of its greenhouse gas emissions by 2040, with investment in initiatives to balance out the remaining 10%. Ten years sooner than the government mandated target.

Client: 2degrees
Creative Agency: TBWA/New Zealand
PR Agency: Eleven PR
Media Agency: OMD New Zealand
Production Company: AO Studios