To encourage businesses to participate in Earth Hour by turning off their lights, we had to do something totally new.We created the Earth Hour plant spike to advertise the message "I help your environment, please help mine". In doing so, we created a new medium, new print technology and new distribution channel.• We created a brand new marketing medium by using office pot plants to advertise.• In a world first, we developed an ink that contained plant fertiliser, so the spike would actually feed the plant as the recycled paper spike biodegraded in the soil.• We employed a plant hire company (TPR Group) to distribute and place the 5,000 spikes in office pot plants as they did their rounds watering the plants in 1,500 businesses Australia-wide.