| Title | LIGHT OFF! FOREST ON! |
| Brand | HOPE TO THE FUTURE ASSOCIATION |
| Product / Service | HOPE TO THE FUTURE ASSOCIATION |
| Category | A06. Events & Experiential (incl. stunts) |
| Entrant | J. WALTER THOMPSON KOREA Seoul, SOUTH KOREA |
| Entrant Company | J. WALTER THOMPSON KOREA Seoul, SOUTH KOREA |
| Advertising Agency | J. WALTER THOMPSON KOREA Seoul, SOUTH KOREA |
| Production Company | RA FILM Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Gyoo Yong Oh | JWT ADVENTURE | CCO |
| Su Hong Yu | JWT ADVENTURE | ECD |
| Jae Chul Lee | JWT ADVENTURE | CD |
| Ji Youl An | JWT ADVENTURE | Art Director |
| Dae Won Jang | JWT ADVENTURE | Art Director |
| Hyue Kyung Yoon | JWT ADVENTURE | Art Director |
| Ji Myeon Jung | JWT ADVENTURE | Copywriter |
| Jeong Sang Park | JWT ADVENTURE | Designer |
Importance of saving electricity is not just for saving energy or tax. It has same effect as planting trees. Rather than show through speech, let's visually show how the forest become alive. For individual execution, let's hand out Earth shaped stickers so they can continue the campaign at home.
For creative execution, we decided to have sudden promotion that delivers message about global warming in easy way. This campaign executed during special lecture 'global climate and global warming' at An-yang foreign high school. First, we pretended the campaign is sudden situation during seminar. Then we lead them to have 2 to 3 minutes of light out moment for the Earth. In dark seminar hall, sound of birds and large forest starts to appear. After this event, student get receive luminous Earth shaped stickers to attach on light switch at home.
Once lights went off, students were impressed when the forest started to appear and learned saving electricity has more meaning behind than just saving tax. And the school realized this campaign became effective visual reference for global warming, so they decided to continue this education.
We thought media should be easy for audience to understand and not too difficult to execute. So rather than focus on fancy techniques, we tied to find direct way to show how turning the lights off makes the forest become alive. Therefore, we decided to use luminous paint (harmless to human body) on the wall and show the forest. We had 3 days of night work with professional mural artist and finished mural painting of the forest.
Landscape management never get process planting trees because of high importance of urbanization and industrialization. So we needed to find a way that has same effect as planting trees. From our challenge, we came out with this strategy; Let's make effect of planting trees by turning off the lights.
Our plan of strategy started from 2013 Korea's one hour light off campaign data; because the result from this campaign solved our question, which one hour light off in one public building had same effect as planting 629,640 baby pine trees. So let's visually show turning the lights off has same effect as planting trees. Since this campaign is interesting form of education, we set students as target so they will be able to have awareness about global warming in different way.