Columbia Sportswear Company has sponsored a warning to Santiago residents with an outdoor advertisement challenging the use of air conditioners. A banner held against an apartment block wall shows a man and his child struggling to cope in a flood. Air conditioning units project through the art work. “El aire que enfria tu hogar. Calienta el mundo” is translated in English as “The air cooling your home is heating the world.”
James Morgan at Osocio points out that Columbia belongs to the Conservation Alliance, whose website describes their corporate tag-team as “a group of specialty outdoor businesses that has become a powerful source of grass roots conservation and environmental funding.” However he is not convinced that Columbia is doing anything to address the problem themselves.
Steve Price points out that living in a high rise building in Santiago would be unbearable without air conditioning, and suggests a more meaningful action from the multinational Columbia company would be to invest in solar and thermal powered units.
The Air Conditioning Wall campaign was developed at Prolam Y&R, Santiago, by executive creative director Tony Sarroca, creative director/copywriter Alvaro Becker, art directors Fabrizio Capraro and Renzo Vaccaro, and photographer Felipe Hernandez.