| Title | SMOG HIJACK |
| Brand | WWF CHINA |
| Product / Service | DIGITAL EARTH HOUR |
| Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company | BBH CHINA Shanghai, CHINA |
| Advertising Agency | BBH CHINA Shanghai, CHINA |
| Production Company | FUGUMOBILE Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Johnny Tan | BBH China | Chief Creative Officer |
| Kelly Pon | BBH China | Creative Director |
| Nicola Chung | BBH China | Art Director |
| David Tsai | BBH China | Senior Copywriter |
| Ivy Wang | BBH China | Associate Art Director |
| Darius Karbassioun | BBH China | Head Of Engagement Planning |
| Jonathan Koh | BBH China | Engagement Planner |
| Yilin Lin | BBH China | Agency Producer |
| Jane Chen | BBH China | Account Manager |
| Tian Li | Bbh China | Planning Assistant |
| Miao Jia Hui | Fugumobile | Technical Project Lead |
| Shu Miao | Fugumobile | Senior Programmer |
| Saudamini Bose | Fugumobile | Creative Lead |
Over 8 million people had their web experience hijacked by smog The idea contributed to a 230% increase in traffic to the WWF website We ultimately reached over 50 million people via social sharing This is without spending a single cent on media. • The platforms were not paid to host the idea. • No banners were bought to drive traffic • No KOLs were paid to seed the idea • There was no investment in SEM either
No media team involvement, direct contact with partners to amplify communication.
This year, WWF wanted to focus their efforts for Earth Hour on fighting the smog. China experienced the worst smog it has ever had in 52 years, with the Air Quality Index (AQI) some days soaring 40 times the WHO health limit. As smoggy days were becoming as frequent as regular ones, Chinese citizens were besieged with helplessness and “pollution fatigue”. Momentum to act on the problem was starting to wane. How do we remind them that the fight against the smog isn’t over. How do we push them into action? We invaded the last place in China with clean air – their digital space.