EARTH HOUR 'SLEEP NAKED'

TitleEARTH HOUR 'SLEEP NAKED'
ClientWORLD WILDLIFE FOUNDATION
Product / ServiceEARTH HOUR
EntrantLEO BURNETT GROUP SINGAPORE, SINGAPORE
Entrant Company LEO BURNETT GROUP SINGAPORE, SINGAPORE
Advertising Agency LEO BURNETT GROUP SINGAPORE, SINGAPORE

The Campaign

Earth Hour wanted to get people to do more than just switch a light off and save energy for 1 hour a year. They wanted people to cut their energy consumption 365 days of the year. Our solution was one simple act: Sleep Naked. We got Singaporeans to pledge to go to bed wearing less, so they could turn their air conditioners up by 1 degree. The less air conditioning you need, the more energy you save every single night of the year. Our goal was to garner as many pledges from ordinary Singaporeans as we could within a short campaign time span of just two months.

Success of the Campaign

At the end of two months, 9,500 individuals pledged to Sleep Naked and turn their air conditioners up by 1 degree. A total of 118 companies, including governmental organisations, malls, and NGOs pledged to turn their air conditioners up in their buildings or complexes by 1 degree.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Nobody thinks saving energy is sexy. But with the help of a couple of well known celebrities (and to some, sex symbols), we launched a nationwide outdoor poster campaign all across Singapore no one could ignore. Then, we used social media to spread the word about Sleeping Naked all over YouTube, Facebook, Twitter, and blogs. We also took roadshows from mall to mall to garner pledges from as many people as we could get. Other launch events were held in days building up to the actual night of Earth Hour itself.

Credits

Name Company Position
Kev!nou Photography Studio
Wan Shafie Leo Burnett Group Singapore Agency Producer
Goh Mei Yi Leo Burnett Group Singapore Project Manager
Steve Kyriakou Leo Burnett Group Singapore Senior Writer
Ashlynn Sum Leo Burnett Group Singapore Writer
Kenneth Choong Leo Burnett Group Singapore Senior Writer
Shawnn Lai Leo Burnett Group Singapore Senior Art Director
Linus Chen Leo Burnett Group Singapore Art Director
Gracie Tan Leo Burnett Group Singapore Junior Art Director
Poh Pei Ling Leo Burnett Group Singapore Art Director
Ted Lim Leo Burnett Group Singapore Chief Creative Officer