As part of the Earth Hour International campaign, WWF worked with Zoom Media to create illuminated ads that would capture people's attention by going dark when they were walked up to. The Earth Hour message would then light up and remind people that Earth Hour was coming on March 28.

At the time of this Cannes submission, Earth Hour had not yet occured, but an estimated 1 billion people from 82 countries and more than 2100 cities had committed to the cause - a huge increase from the 35 countries that participated in 2008.