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 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 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
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.