Ice Ride was a global family friendly event with creative bike parades, speeches, concerts, and part of Greenpeace’s ongoing campaign calling for protection of the Arctic. What happens in the Arctic doesn’t stay in the Arctic, which is why Greenpeace engaged more than 30 countries all around the world to take part in this positive and including event to call on decision makers to create a sanctuary around the North Pole and take urgent action on climate change.
My job was to create a visual identity and online mobilisation platform that targeted not only the ‘usual suspects’ but also people on the fence and empowered them to take action and join or even organise their own event. Ice Ride was a celebration of the Arctic and for everyone so it was important that this inviting environment was also reflected in the visual communication. It needed to be flexible, playful and adaptable for Greenpeace offices all around the world and individuals wanting to create their own event.
I designed a bespoke logotype that mimics the shape of ice floes with abstract image backgrounds of Arctic wildlife and the people behind the movement. The organic ice floe shapes were also used as graphic elements in the identity to give it a dynamic and playful feel.
The identity guidelines and a material starter kit were shared with more than 30 Greenpeace offices in different countries, that each adapted and implemented it to their own Ice Ride event.
A survey had identified the target audience to be likely to take action if taking part seemed fun, straightforward and would gain positive feedback from their peers; our job was therefore to give them the tools.
I designed a simple and easy-to-use online mobilisation platform that would inspire and empower them to engage in the movement. It had all the information they would need: open source materials for download, a map where all the Ice Rides were plugged in and a step-by-step guide on the essential elements for organising and hosting an Ice Ride event.
To promote Ice Ride we wished to take a different approach and instead of showing how the event would be like, we focused on the feelings and emotions that would get people up the couch and join to show their concern for climate change.
The story is told through the eyes of a first person narrator, who takes us on a journey through her thoughts and dilemmas towards the environmental changes that are happening around the world, and her wish to make a difference. It starts out by focussing on the frustrating feeling of powerlessness, but becomes more and more positive when she decides to act and actually do something about this feeling.
The video was filmed and produced by Hvorforikk studio.
To make Ice Ride a colourful and festive event, a set of promotional and decorative materials were produced to help mobilise people offline as well as online including bike saddle covers, bike decorations, toolkits, flyers, posters and balloons.