This campaign created and produced by agency Young & Rubicam Argentina is not suggesting that scientists and various personnel operating at earth’s southernmost continent shall compete at the most prestigious sports event. It’s not even meant to bring equality and peace among our planet’s five continents that are represented by the Olympic rings. In fact, it has nothing to do with sport. The agency and nonprofit nongovernmental organization Fundación Vida Silvestre Argentina (an associate organization to the World Wide Fund For Nature – WWF) are launching the “Add the Ring” campaign, because they want us to start seeing the world as it really is: a place that can be affected by this fragile ecosystem that covers 113 million square kilometres.

It focuses on the fact that the world’s most precious place keeps the climate in balance, that even its minor change has a significant impact on the rest of the planet’s oceans, seas and land ecosystems – on the world we’re living in. Current and former Olympic athletes have joined the appeal and the campaign can be seen on TV, in print, advertisements and an interactive website designed to help in adding nothing less than a sixth ring to the well-known Olympic symbol.

As the sixth continent belongs to all of us, Fundación Vida Silvestre Argentina alarmedly suggests we should remember all main threats that this unique continent faces – overfishing, climate change and ocean acidification. With the western part of the Antarctic Peninsula recording a rise in temperature four times larger than the average rise in temperature experienced by the rest of the planet, the sea ice now covers an area 40% smaller than it did 26 years ago. Take a look at the video and see what consequences might arise with more damage being done to this truly remarkable place – Antarctica.

You can support the campaign with the hashtag #addthering or by going to Add the Ring‘s website.

Credits:

Agency: Young & Rubicam Argentina

Advertiser: Fundación Vida Silvestre

Global Creative Directors: Lisandro Grandal/ Fernando Tchechenistky

Creative Directors: Lisandro Grandal / Fernando Tchechenistky / Gustavo Botte

Digital Creative Director: Maria José Menéndez

Director of Photography: Fernando Constanza

Art Director: Giovana Fazio