LIGHTS OUT LETTER

TitleLIGHTS OUT LETTER
BrandWWF
Product / ServiceEARTH HOUR
CategoryB05. Public Service, Charity & Fund Raising
EntrantOGILVY BEIJING, CHINA
Entrant Company:OGILVY BEIJING, CHINA
DM/Advertising Agency:OGILVY BEIJING, CHINA

Credits

Credits

Name Company Position
Doug Schiff Ogilvy Beijing Exectuive Creative Director
Doug Schiff/Hu Yajun Ogilvy Beijing Copywriters
Geng Chao Ogilvy Beijing Art Director
Tracy Wu Ogilvy Beijing Producer

The Brief

The brief was simply to inform and recruit companies that would/could take part in turning off their lights for Earth Hour. As it was the first year for E.A. in China, the target consisted of those WWF had contact with, but also others it had never contacted before.

Creative Execution

It was most relevant to both the brand and the event as the letter could only be read if the recipient turned off their lights—the very purpose of the letter's request.

Describe the creative solution to the brief/objective.

Since the idea behind Earth Hour was asking companies to turn off their lights on the special day, as an invitation to do so, a ‘glow in the dark’ letter was produced to get people in the mood and create a memorable first impression.

Results

While many were skeptical of the reactions Chinese companies might have to the requests to participate, the event turned out to be a resounding success, with landmark buildings like the Water Cube, Bird's Nest, National Theatre and Jin Mao Tower, along with countless less well-known buildings going dark for Earth Hour.