Wednesday, 3 April 2013

OUGD501 // Theory to Practice // Polar Bears

In 1993, our iconic polar bears settled down in front of a film with a Coca-Cola - with a cool twist. The animated TV advert, 'Northern Lights', featured the polar bears watching the aurora borealis (their 'movie') and drinking from chilled bottles of Coca-Cola.

Did you know?
Before the animated ad, polar bears have been used within the printed ads of coca cola since 1922.

Our furry friends are now back again in 2013 for a series of wintry adverts featuring the iconic Coca-Cola slogan 'Open Happiness'.

A bit of history
The famous advert of 1993 was created by Ken Stewart, inspired by his Labrador retriever puppy who, Ken thought, resembled a polar bear.

A lengthy, complex process was required to bring the furry, always thirsty Arctic creatures to life. Films and photos of actual polar bears were studied to get a better idea of how bears move their heads, bodies and limbs. A sculptor created a representation of the bear’s head in clay, to define the three dimensional look of the bears. Movement for the bears was created as animators plotted the bears’ course on the computer.

There have been many Coca-Cola polar bear adverts since the 1993 debut, including two for the 1994 Olympic Games in which the bear slid down a luge and soared off a ski jump. Bear cubs also were introduced in a holiday advert in which the bear family selects its Christmas tree. The latest adverts see a family of polar bears in the Arctic, building snow bears and sharing bottles of Coca-Cola.

Sit back and enjoy the show!

Watch the Coca-Cola polar bears come to life in this stunning short film by Ridley Scott.

The 2012 ad campaign which includes the newly updated animated polar bears. 

The use of the polar bears within coca colas ad for so long is because they work in partnership with the WWF. This campaign was launched and called Arctic Home. 

Arctic Home is a new campaign we’re running in association with WWF, designed to protect the icy home of the polar bear. To launch this large-scale project, we held an event at the Science Museum in London.

Guests were invited to participate in an interactive augmented reality experience, which enabled them to get up close to the polar bears while ‘sitting’ on fragments of sea ice. The installation really helped us to bring home the reality of the precious Arctic environment and see first-hand the issues that global warming has on the natural habitat of the polar bears.

Wildlife expert Gordon Buchanan, responsible for some of the country’s most-watched nature documentaries, was also there on the day to help us launch the campaign.

How the money from Arctic Home will be used

To create a safe home
The polar bear needs a safe, sustainable home. It lives, hunts, mates and breeds on the sea ice that is rapidly shrinking. WWF works to protect and manage what we still have.

To understand polar bears
The Arctic is a challenging environment, which is expensive to study. There’s lots more research to be done; we don’t even have an accurate count of how many are left.

To help bears and people live in harmony
As the ice retreats, polar bears are forced to spend more time on land, but this is dangerous. WWF research and actions will help to minimise conflict between communities and bears.

To plan a polar bear summit
WWF is encouraging Arctic governments to hold a major event to put the spotlight on these issues.

To tackle climate change
WWF works continuously to tackle global climate change with the goal of slowing change. Extra funds will help WWF understand how climate change will affect the Arctic so that we can help people and wildlife adapt to the changing world.

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