Cannes Lions

EARTH HOUR

LEO BURNETT MANILA, Makati City / WORLD WILDLIFE FUND (WWF) / 2010

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Overview

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Credits

OVERVIEW

Description

Global warming is a real issue that the planet in facing. Earth Hour is an effort to make people aware of the problem and collectively create a positive act towards addressing the situation. Switch off your lights for one hour during Earth Hour -- a simple act with big significance to the planet.

Execution

Fluorescent tubes light most offices. They're bright, they're functional. They also use up a lot of energy. Dotting office ceilings, they are almost invisible to the corporate citizen. A reminder to the bosses, um, in light of Earth Hour, seemed opportune.We sent them a package of what seemed to be a fluorescent tube. Taking off one of the tube’s ends allowed the recipient to pull out a candle for Earth Hour.Also, printed on the package was information about the harmful effects of fluorescent lamps to the environment, suggesting they switch to more energy-efficient and environmentally friendly bulbs.

Outcome

Corporate partnerships increased by an astounding 763% in 2010. For the second consecutive year, the Philippines ranked NUMBER ONE worldwide with 1,076 towns and cities switching off. Energy saved: over 400MWh – that’s roughly 5 Million Pesos worth of electricity.

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