Title | EARTH HOUR CANDLE |
Brand | WWF |
Product / Service | EARTH HOUR |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | BATES 141 MANILA Makati City, THE PHILIPPINES |
Entrant Company: | BATES 141 MANILA Makati City, THE PHILIPPINES |
DM/Advertising Agency: | BATES 141 MANILA Makati City, THE PHILIPPINES |
Credits |
Name | Company | Position |
---|---|---|
Joey Ong | Bates 141 Manila | Executive Creative Director |
Joey Ong | Bates 141 Manila | Creative Director |
Joey Ong | Bates 141 Manila | Art Director |
Dindo Villaester | Dv Photography | Photographer |
How do you prompt people to switch off their lights during earth hour. Plus create awareness for people who are outside their homes during the One hour activity? The objective of the campaign was to give as many candles to as many individuals to create awareness and involvement for the 2009 Earth Hour. WWF volunteers gave out candles in establishments (malls, restaurants, bars, cafes etc.) Also WWF database was utilized to give out candles to offices and individuals. The strategy was to give out as many candles as possible and create an active involvement from individuals and establishments.
The creative execution was very relevant because during the activity of Earth Hour people would switch off their lights so we gave them an alternative source of light in a form of a candle branded by the advocacy.
We had a specially designed one hour candle made which was labeled the date and an invite for people to switch off their lights on March 28, 2009 in celebration of Earth Hour. With this, people wil have no excuse of being in the dark because we wil be givingthem an alternative light source for that time being. After one hour and as the candle melts away, a thank you message appears from Earth hour for participating in the activity. The response was very good and thousands who recieved the candles participated.
The campaign was very cost efficient, people actually did it for free. All they had to do was light the candle that we provided them as a form of support for Earth Hour. The response was very great, thousands of candles given away were lit up on March 28, 2009 at 8pm. Restaurants, bars and cafes used the candles and individuals were able to see the message of Earth Hour.