Our job was to promote the World Wildlife Fund’s 2010 Earth Hour event where participants were asked to turn the lights off for one hour as a call for action on climate change.

Our campaign idea revolved around two opposing camps: the “Vote Earth” side and a fictional 'Vote Against Earth' side, which rallied behind tongue-in-cheek notions of complacency and environmental ignorance. The absurdity of the 'Against Earth' arguments made the point as effectively if not more so for the need for a pro-climate mindset. For a series of promotional postcards for the opposing parties, we commissioned original designs from artists such as Cody Hudson, Tim Gough and Geoff Grandfield. We provided them with headlines, the event information and a color palette and let them essentially, 'do their thing.'

While statistics showed record energy reduction numbers, the greatest achievement was gaining the participation of 126 countries and territories and over 4000 cities, towns and municipalities. Hundreds of millions of people across the globe, (including celebrities Ashton Kutcher, Demi Moore and Kylie Minogue showing there support through Twitter), helped make the 2010 Earth Hour the most successful to date.