There is no restrictions concerning electrical heat in France.

First, to show how important heat is for life, we set up an experiment to give birth to life in a hostile environment.

We built a cube divided into two sections heated by two electric heaters. In each section: hibernating life forms, and blocks of ice positioned in order to irrigate the growing vegetation as they melt. The cube was brought to British Columbia, at 2400 meters above sea level in temperatures as low as -30 ° Celsius.

Then, flowers born from this experiment were immortalized in a block of resin. Carved on it, the story of their birth as well as the website heatislife.com in order to invite journalists to discover the filmed experiment.

After the experiment’s media coverage, internet users can discover the film and the whole experiment at www.heatislife.com

In France, the public doesn’t care about heaters. That’s why we needed to create a very strong and unique form of communication to touch them in a deep emotional way.

Thanks to the media coverage generated by our film-experiment, people can see electric heating and its French leader, the Atlantic Group, in a new light. The Cube reminds everyone of a simple truth: that heat is life.

Since the campaign has just been launched (on the 15th of April 2015) it is too early yet for substantial results.

The Cube is not a classic video ad but a living experiment that demonstrates the essential role heat plays in life.