The Brief

Corporate support in the Philippines was integral to the success of Earth Hour in 2009. This year, we wanted more corporations to jump in and spur even greater change than before.

Creative Execution

Fluorescent tubes light most offices. They're bright, they're functional. They also use up lots of energy. Dotting office ceilings, they are almost invisible to the corporate citizen. A reminder to the bosses, um, in light of Earth Hour, seemed opportune. We sent them a package of what seemed to be a fluorescent tube. Taking off one of the tube’s ends allowed the recipient to pull out a candle for Earth Hour. Also, printed on the package was information about the harmful effects of fluorescent lamps to the environment, suggesting they switch to more energy-efficient and environmentally friendly bulbs.

Describe the creative solution to the brief/objective.

To get continued corporate support for Earth Hour, we decided to go straight to companies’ CEOs. We reminded them of the corporate sector’s massive participation the previous year. But we also provided them with facts about the harm fluorescent lamps can do to the planet.

Results

Corporate partnerships increased by an astounding 763% in 2010. For the second consecutive year, the Philippines ranked NUMBER ONE worldwide with 1,076 towns and cities switching off. Energy saved: over 400MWh – that’s roughly 5 Million Pesos worth of electricity.