The polar bear is treading on thin ice. As its frozen habitat melts away, the iconic white bear has become the standard bearer of the environmental movement. This program explores the polar bear’s global appeal as a brand through the work of photographer Norbert Rosing, whose captivating images have been used by both a lobby against oil exploration and a producer of crude oil; Sarah Robertson, the filmmaker behind the cinematic documentary Arctic Tale; renowned wildlife biologist Andrew Derocher; and a host of others, including zookeepers, politicians, marketing mavens, and advertising giants. An intriguing resource for both marketing and environmental science courses. Original CBC broadcast title: Polar Bear Fever. (44 minutes)