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Earth Hour, WWF
The Night the World Went Dark

RAN IN: Australia, China, United States, Philippines

CLIENT
WWF - Earth Hour

Andy Ridley - Executive Director, Earth Hour Global
Elizabeth Potter - Brand Director, Earth Hour Global

AGENCY
Leo Burnett Sydney *Lead Agency

Todd Sampson - CEO
Kieran Anthill - Sr. Art Director
Jay Benjamin - Co-Executive Creative Director
Michael Canning - Sr. Copywriter
Scott Davis - Head, Strategy
Andy DiLallo - Co-Executive Creative Director
Sam McGown - Sr. Business Manager
Amanda Quested - Group Business Director


Leo Burnett Chicago


Starcom MediaVest Group


SUMMARY

Our global objective for Earth Hour was: how do we get individuals to actually do something about global warming without using fear? So, we gave everyone regardless of age, race, religion or social standing a simple act. To turn off their lights for 1 hour, as a symbolic stand against global warming. The result: in 2009 hundreds of millions of people, in 88 countries, in over 4000 cities turned off their lights and paused for one hour - Earth Hour. It has become one of the largest environmental movements in history.

CASE STUDY

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CASE VIDEO


Classification: Multinational

Language: English