| Title | #SELFIEINTHEDARK |
| Brand | THE BODY SHOP MALAYSIA |
| Product / Service | COSMETICS & BEAUTY |
| Category | A05. Social for Mobile |
| Entrant | GREY GROUP KUALA LUMPUR, MALAYSIA |
| Entrant Company | GREY GROUP KUALA LUMPUR, MALAYSIA |
| Advertising Agency | GREY GROUP KUALA LUMPUR, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| David Sin | Grey Group Kuala Lumpur | Group Executive Creative Director |
| Andrew Fong | Grey Group Kuala Lumpur | Creative Director |
| Ramanjit Singh Gulati | Grey Group Kuala Lumpur | Creative Director |
| Tio Tit Seng | Grey Group Kuala Lumpur | Art Director |
| Yap Yi Ling | Grey Group Kuala Lumpur | Art Director |
| Andrew Fong | Grey Group Kuala Lumpur | Art Director |
| Lubna Khan | Grey Group Kuala Lumpur | Planning Director |
| Sulaiman Abu Bakar | Grey Group Kuala Lumpur | Agency Producer |
| Suzy Chiang | Grey Group Kuala Lumpur | Agency Producer |
| Andrew Fong | Grey Group Kuala Lumpur | Account Management |
| Nadia Mcdonald | Grey Group Kuala Lumpur | Account Management |
| Ramanjit Singh Gulati | Grey Group Kuala Lumpur | Copywriter |
| Nadia Mcdonald | Grey Group Kuala Lumpur | Copywriter |
| Molly Fong | The Body Shop Malaysia | Chief Executive Officer |
| Pixel Post | Post Production |
The hashtag got people to turn off the lights, take a selfie and share it. In the dark, there was no need for filters or the perfect angle. Just people being themselves while helping save the planet at the same time.
During Earth Hour, the public took part. Lights were switched off and thousands of selfies in the dark were shared.
The Insight: The selfie culture has taught us to be conscious of how we look. The Body Shop Malaysia wanted to make selfies more meaningful. Could it be possible to take a selfie and help save the planet at the same time? The Idea: #selfieinthedark As part of the be more than beautiful campaign, which celebrates women of substance, The Body Shop Malaysia created #selfieinthedark for Earth Hour 2014.