Climbers assume that the fee they pay to get a shot at climbing the world’s highest peak will cover some of their transgressions too. That means, things like oxygen bottles etc are usually discarded after use, to keep the weight low. At that height, every kg of weight slows down climbers, and load carrying capacity is severely limited in any case. In case you wonder why trash is left behind at all, then the simple answer is weight. Mount Everest has suffered increasing pollution over decades, with climbers leaving behind not only garbage, but also fluorescent tents, empty gas canisters and human excrement.Īs the numbers of commercial trekkers and adventure holiday enthusiasts visiting the peak soar - a record 807 people reached the Himalayan summit in 2018 - so too has the amount of trash left behind. It is our responsibility to keep our mountains clean,” said Dandu Raj Ghimire, the head of Nepal’s tourism department. “The clean-up campaign will be continued in the coming seasons as well to make the world’s tallest mountain clean. In what is becoming an annual ritual, the clean up is done before the start of climbing season each year. In addition to the film, the campaign also includes OOH, in-store and social and digital elements.A 14-member team sent by the Nepalese government to tidy up Mount Everest has so far collected three tonnes (3.3 US tons) of garbage including cans, bottles, plastic and discarded climbing gear. The campaign will be running in Canada and Australia, January to April 2023. “From the toll booth to the design of the troll to creating his little home under the bridge, every detail was crafted and considered to create a stunning world and story that was both believable and beautiful.” “Nick is such a talented world-builder,” said Robbie Percy, partner and creative director at Rethink. The film was directed by Nick Ball, and the troll was created by Czech puppet maker Martin Pec and brought to life using both animatronic and post elements. Through the relationship between the caring boy and the grumpy troll, we see that with a little meaningful attention, we can transform our space, and our lives,” continued Johanna. “The story of the troll, while fantastical, is also grounded in a human truth that we can all relate to. “With this campaign, we wanted to demonstrate how IKEA can influence that relationship between our home and wellbeing.” “We know through our annual Life at Home research that there’s a direct relationship between how our homes feel and how we feel,” said Johanna Andren, head of marketing at IKEA Canada. And as the boy and the troll enjoy the comfortable space, the long-tormented villagers above are finally free to cross the troll’s bridge. In the end, it’s more than the Troll’s physical surroundings that have improved, as we see him go from a sad lonely troll to a happy one. Together, they transform the space into a bright and cosy home. When a young boy takes an interest in the troll and offers an IKEA lamp to brighten up his living space, things begin to change. In the film - shot in Slovenia, both on location at a bridge and in-studio too - we meet a grumbling troll who works as a toll booth collector and lives under a dark, damp bridge. This is the next iteration of the IKEA Bring Home to Life platform, which launched in 2022, and focuses on unlocking our emotional connections to home and the life we live there. 'The Troll' is a two-minute film about a lonely troll and the boy who helps to brighten his life (with an assist from IKEA, of course).
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