Earth Hour asks people to turn their lights off at home to fight climate change.

We took the initiative to help WWF Norway promote the event by pitching the first national mobile rich media ad campaign.In a mobile world, a screen is a massive global light source, so we took the Earth Hour concept one step further, asking our tech-addict generation to turn their mobile screens off.

With the tap of a mobile rich media banner, the screen blackened, turning phone lights off across Norway. A swipe across the screen slowly let the light back in and revealed the Earth Hour countdown.

It all happened in the browser, directly in the ad on the placement site. No extra steps were need to reach a landing page or app store download, that would otherwise disrupt the reader’s experience.Run across the major Norwegian media site of Aftenposten and Dagbladet, we showed that the days of static mobile advertising were over.Take that, climate change.

Note:The ad was displayed millions of times (impressions) but due to the technology used being more advanced than the ad-serving systems in place at the time, no time-spent statistics are available.