Digital

MacGillivray Freeman Films, Coca-Cola and WWF embark on polar bear partnership

The "Arctic Home" campaign, geared towards creating awareness for polar bear conservation efforts, will also integrate footage from the production company's upcoming IMAX film, To the Arctic 3D, into TV spots and the campaign website.
October 28, 2011

Laguna Beach-based producer and distributor of giant screen films, MacGillivray Freeman Films is partnering with The Coca-Cola Company and The World Wildlife Fund (WWF) on the “Arctic Home” campaign, designed to create awareness for polar bear conservation efforts.

The campaign, which begins in November, will see Coca-Cola change its packaging from red cans to polar white with red script. The white cans, on shelves through to February of next year, will feature an image of a polar bear making its way across an Arctic landscape with its two cubs. White bottle caps will also be on bottles of Coke, Diet Coke, Coke Zero, Sprite, Nestea, Minute Maid and other beverages.

As well, footage from To the Arctic 3D, a coproduction between MacGillivray Freeman Films, Warner Bros. Pictures and IMAX Corporation, will be integrated into TV spots for the campaign and will also appear on ArcticHome.com. The film is scheduled for release in 2012.

“Filming To the Arctic 3D was an extraordinary journey,” said producer Shaun MacGillivray. “It makes perfect sense for our footage to be a part of ‘Arctic Home,’ inspiring action to protect the bears.”

The film is also the first presentation from the “One World One Ocean” project, a multi-year, multi-platform non-profit campaign established by company founder Greg MacGillivray to spark a global movement to protect the world’s oceans.

Coca-Cola will be making an initial donation to the WWF of US$2 million, and is asking customers to contribute as well via a text component to the campaign. Those wishing to make a $1 donation can do so by texting the package code of the Coca-Cola product to 357357, or donate online via ArcticHome.com as of November 1. The beverage company will match all donations made with a package code by March 15, 2012, up to a total of $1 million.

About The Author
Meagan Kashty is an associate editor of realscreen, an international print and online magazine that covers the non-fiction film and television industries. Meagan is an award-winning business journalist. Prior to joining the realscreen team, Meagan was online editor of Canadian Grocer, named Magazine of the Year at the 2015 Canadian Business Media Awards. She can be reached at mkashty@brunico.com, and you can follow her on Twitter @MegKashty

Menu

Search