The Brief

Get Filipinos to switch off their lights for one hour during Earth Hour -- a simple act with big significance to the planet. Getting communities to support the event was a given. The real difference-maker would be getting the support of huge corporations. By participating, corporations could send a powerful, positive message.

Creative Execution

The strength of the execution was how it perfectly linked to the message while also being a simple demonstration of how easily one could participate in Earth Hour.

Describe the creative solution to the brief/objective.

All materials communicated one thing: “Switch off your lights to help reduce global warming.” Yellow candles were sent to CEOs and business leaders. Each candle came in a specially-designed box, with one of its sides looking like the façade of a building. Pulling out the candle would “switch off’’ the building’s lights

Results

Corporate support increased by 260% from the previous year. This helped make the Philippines the top participant of Earth Hour 2009, with 650 towns and cities switching off their lights. Moreover, this single act from corporations and communities signify a commitment to long-term actions that will reduce greenhouse emissions.