Earth Hour is now in its 5th year and has spread from Australia around the globe. We were asked to bring the message back to Australians and remind them to turn their lights off. We leveraged the fact that it is now a well-known phenomenon and introduced a few characters that represent the last people not participating. During the course of the ad they become quick converts to the movement upon discovering just what happens when the rest of Australia has its lights out.

We were targeting both people who have participated in Earth Hour before and those that haven’t.

The issue is a serious one. But we’re Australians, we can’t take anything seriously, so we made a funny little video which turned into a flag for the movement that people were proud to wave.

Earth Hour has never been stronger in Australia with 97% brand awareness, increased participation in all confirmed cities, doubled Australian Facebook members, and 72% of Aussies intending to switch off next year – up form 44% in 2010.It remains in the top 10 Viral Video Charts 3 weeks after the Hour and was the 3rd most tweeted piece of entertainment during the hour, making it the most spread piece of Earth Hour communication to date. Not surprisingly, Earth Hour has never had a better response globally with a record 130 countries participating and its myspace community growing by over 250,000,000 new members.