Campaign Overview
To coincide with COP26, WWF’s Arctic Programme launched a powerful global campaign to deliver a clear and urgent message to world leaders: “Once Arctic ice melts, we can’t get it back.”
At the heart of the campaign is a striking stop-motion film titled Can’t Negotiate the Melting Point of Ice, conceived and produced by creative studio NOMINT.
By using real ice as both medium and metaphor, the film brings the Arctic’s vulnerability to life in a visceral and unforgettable way. It serves as a stark reminder that the climate crisis is not subject to debate or delay—melting ice follows the laws of physics, not politics.
The campaign was designed to resonate globally during the critical discussions at COP26, urging decision-makers to take immediate, science-based action to protect the Arctic and stabilize the global climate. Visually arresting and emotionally compelling, it reinforces WWF’s message that when it comes to climate, there are no negotiations with nature.
Outcomes & Results
Can’t Negotiate the Melting Point of Ice captured global attention with its powerful use of a melting ice polar bear in stop-motion, effectively spotlighting the urgency of Arctic ice loss.
The film’s innovative execution and emotional impact resonated widely, earning critical acclaim across the creative industry. It was awarded Gold and Silver at the One Show, a Bronze ADC Award, and a Bronze Cannes Lion, demonstrating both its creative excellence and the strength of its message in driving awareness of the climate crisis.
Asset Types
- Social media posts
- Social media video (stories, reels, GIFs…)
Conditions of Reuse
The campaign concept and creative assets may be reused “as is” by other WWF offices with minimal modifications (url, logo, local copy).
Get In Touch
For more information, reach out to WWF International’s Content & Creative Team at digital@wwfint.org