| Title | DIGITAL EARTH HOUR |
| Brand | WWF CHINA |
| Product / Service | WWF CHINA |
| Category | B04. Public Service, Charity & Fund Raising |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company | BBH CHINA Shanghai, CHINA |
| Advertising Agency | BBH CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Stephanie Yip | Bbh China | Pr Manager |
| Owen Sim | C3 Interactive | Digital Project Manager |
| Jane Chen | Bbh China | Accounts Manager |
| Finnian O’neill | Bbh China | Head Of Accounts |
| Jonathan Koh | Bbh China | Engagement Planner |
| Darius Karbassioun | Bbh China | Engagement Planning Director |
| Yilin Lin | Bbh China | Digital Producer |
| Zizi Shi | Bbh China | Art Director |
| Carol Ong | Bbh China | Associate Creative Director |
| Yinbo Ma | Bbh China | Creative Director |
| Michelle Wu | Bbh China | Copywriter |
| Aaron Koh | Bbh China | Art Director |
| Johnny Tan | Bbh China | Executive Creative Director |
WWF EarthHour still has low awareness in China. So we turned off the lights to where it mattered most. The Digital Earth Hour. We programmed a code that would “Black out” the landing pages of major Chinese websites for an hour. Only the area around the cursor was lit, the message, “Only light up what you need.” This let netizens experience the movement. There’s a link to EarthHour’s website that teaches concrete ways on conserving resources on a daily basis. Results: 50++M PC, tablet, and mobile screens were blacked out. That’s engaging 10% of China’s netizens in an hour.