Glaciers around the world are melting due to global warming. The Vorab glacier in the popular ski resort of Laax in Switzerland is also affected by the dramatic melt. According to calculations, it will be gone forever in 36 years. Together with experts we calculated the current mass of the vorab glacier and the last day to ski on it.
Glaciers around the world are melting due to global warming. The Vorab glacier in the popular ski resort of Laax in Switzerland is also affected by the dramatic melt. According to calculations of the ETH Zurich, it will be gone forever in 35 years. Until 20 years ago in mid-June the Snowboard Summer Camp took place up on the glacier. Nowadays, this is no longer possible due to the massive melting of the glacier. The ski and snowboard community in Laax is very large and international, so we want to give them the change to save their beloved glacier for as long as possible.
Describe the Creative idea / data solution (20% of vote)
Together with ETH Zurich we calculated the current mass of the vorab glacier to be 27.000.000.000 kg. We know that 1 kg of CO2 melts 15.8 kg of glacier ice. Based on our momentary CO2 emissions, we could calculate the last day to ski on the glacier – 03.04.2056. Then we gave boarders the power to push that day further into the future. By transforming snowboard passion into climate protection – with the Last Day Pass.
Describe the data driven strategy (30% of vote)
We slow down the melting of the glacier by offsetting CO2. Each pass sold postpones the last day by 10 minutes, because with the proceeds of each pass a guaranteed amount of 1000 kg CO2 is compensated. In addition, trees are planted around the glacier to also bind CO2 from the atmosphere in the long term.
The Last Day Pass is made CO2 neutral from sustainable wood in Laax. For production, a laser printing process is used, which leaves a slightly burnt appearance. The logo on the pass shows a mirrored mountain resembling an hourglass to refer to the postponing of the time. The lines on the pass connect the element of wood with the glacier. Lines as the annual rings of a tree or also as contour lines on topographic maps. The QR code takes you directly to the website to find out about the progress of the project.
Describe the creative use of data, or how the data enhanced the creative output (30% of vote)
With a 360° campaign, we promoted the Last Day Pass and drew attention to the melting glaciers. Huge OOH, posters and stickers all over the place visualize the problem with red signal colour. We posted ads on social media and even international pro-snowboarders promoted the case on their profiles. Even the famous snowboard brand Burton supported the project and sold the pass in their flagship store.
List the data driven results (20% of vote)
The press loved the campaign and international pro-snowboarders promoted the pass and raised their voice to join the movement. Even the famous snowboard brand Burton supported the project and sold the pass in their flagship store. So within one week we compensated 291.000 kg of CO2. Each year 880.000 visitors buy a day pass in Laax, so each year we can prolong the life of the glacier by 17 years.