In the week prior to Earth Hour, thousands of condoms were distributed throughout bars, clubs and universities. And these were not ordinary condoms, but condoms that glow in the dark. A friendly reminder for people to flick the switch during Earth Hour.

The campaign spread throughout the web via several blogs and news sites, increasing chatter about Earth Hour almost instantly. During the activation, the online store received 50 times more visits than its average. Earth Hour Condoms soon became an obsession. In a single weekend, sales exceeded the whole year of 2012. And, in the end, Earth lovin’ took on a completely different meaning.