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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Atlantic Group “37 Days”

INSIGHT. Based on the insight that many people underestimate the power of heat, the Atlantic Group and Leo Burnett France went through extreme measures to prove “heat is life.” Heating solutions can change people’s lives for the better by improving their comfort; heating can even help life flourish in the most hostile environments. By creating “The Cube,” the agency was determined to demonstrate the power of heating.

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IDEA. “37 Days,” a cross between an art installation and a science experiment, took place in British Columbia, 2,400 meters above sea level at temperatures of -30 degrees Celsius. The Cube housed two sections heated by two electric heaters. In each section, hibernating life forms and blocks of ice were positioned to irrigate the growing vegetation. Over 37 days, plants blossomed and butterflies were born — a stark contrast to life outside The Cube. A film and documentary were created to capture every inch and second of the experiment. A flower grown inside The Cube, fixed in a block of resin, was delivered to the doors of key influencers and electrical heating retailers — putting the Atlantic Group on their radar.

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IMPACT. Soon, the life, color and greenery grown inside of the heated cube caught the attention of the press, industry minds and other heating/electricity companies. This experiment placed the spotlight on an overlooked life necessity that plays a big role in peoples’ lives, in the most visually stunning way possible. “37 Days” was awarded two Gold Lions at Cannes Lions for Film Craft, the Grand Prix at the Cristal Awards and strengthened the Atlantic Group’s position as France’s leading provider of heating from electricity.