April 23, 2018
Here’s how brands celebrated Earth Day
#ClimbingClimateChange for Sorgente Group by Pearl Media
- Zoë Beery, Campaign US, April 23, 2018
Owning a historic landmark can come with perks, like being able to say at dinner parties that you own a historic landmark. Less often is such a crown jewel an opportunity to protest climate change, but that’s what Veronica Mainetti, a real-estate developer with a passion for environmentalism, wanted to do with a property her company Sorgente Group of America owns that you may have heard of: the Flatiron Building. With projections by OOH-focused Pearl Media displayed on the facade, Mainetti planned to scale the side of the building to bring attention to sustainability. The climb did happen, but on the interior of the building rather than the outside - still a noteworthy feat.