Title:
EARTH HOUR
Advertiser/Client: WWF
Product/Service: CAMPAIGN AGAINST GLOBAL WARMING
Entrant Company, City: LEO BURNETT, Sydney
Country: AUSTRALIA
Award: Cannes Lions 2007 Titanium Lions
Credit Details:
| Name |
Position |
Company |
| Nigel Marsh |
Chairman |
Leo Burnett Sydney |
| Tim Castree |
MD |
Leo Burnett Sydney |
| Mark Collis |
National Creative Director |
Leo Burnett Sydney |
| Todd Sampson |
Planning Director |
Leo Burnett Sydney |
| Michael Spirkovski |
Creative Group Head |
Leo Burnett Sydney |
| Grant McAloon |
Senior Copywriter |
Leo Burnett Sydney |
| Hazel Livingstone |
Group Business Director |
Leo Burnett Sydney |
| Jodi McLeod |
Account Manager |
Leo Burnett Sydney |
| Sam McGown |
Acount Manager |
Leo Burnett Sydney |
| Adrian Shapiro |
TV/RadioProducer |
Leo Burnett Sydney |
| Paddy Morahan |
Print Producer |
Leo Burnett Sydney |
| Justin Kurzel |
Director |
Cherub Pictures |
| Pip Smart |
Producer |
Cherub Pictures |
| Tim Georgeson |
Photographer |
York Productions |
| Simon Lister |
Radio Production |
Nylon |
Description:
It is rare that you get the opportunity to be involved in something as big as trying to save the world, but this is one of those. Everyone knows about global warming but most believe it is an insurmountable problem too big for them to solve. A solution was needed that would convince every individual that collectively, with small changes, they could make a big difference. We created a symbolic event that could become a movement. On March 31st, Sydney would make a powerful statement by turning off its lights for one hour - Earth Hour.
Launch And Execution:
Four key phases: 1. Launch of the '60' brand identity/logo via media/PR event to generate awareness of this unknown property. 2. Creation of intrigue around forthcoming Earth Hour event via 'teaser' TV 15", press, poster, and on-line activities. 3. Community call-to-action delivered via 30" TV, outdoor, 30" Radio, Press, PR, SMS, Retail/POS, celebrity endorsement, corporate endorsement, government endorsement, on-the-street marketing, promotions and online activity. 4. The Event.
Results:
It worked. From 0% - 97% awareness amongst Sydney-siders. 2.2 million switched off their lights. The city cut energy consumption by 10.2% (expected 5%) the equivalent of taking 48,000 cars off the road for one hour. From $0 spend - $USD16.8 million media value. Global PR coverage - Earth Hour captured the world's attention and the story was covered in over 40 countries. In fact, other countries have already expressed interest in hosting their own Earth Hour in 2008.
