Title | LIGHTS OUT LETTER |
Brand | WWF |
Product / Service | EARTH HOUR |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | OGILVY BEIJING, CHINA |
Entrant Company: | OGILVY BEIJING, CHINA |
DM/Advertising Agency: | OGILVY BEIJING, CHINA |
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 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.
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.
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.
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.