We (Ogilvy Cape Town) recently launched a new campaign for WWF’s Earth Hour (from 8.30-9.30pm on Saturday 23 March) called ‘Things To Do In The Dark’. The campaign is centred around celebrating Earth Hour in a fun and exciting way; making it an initiative that is accessible and something that all South Africans can get involved in.
A TV commercial (Above) print adverts (Below) and an interactive Facebook tab that enables users to find out exactly how and where they can celebrate and participate in Earth Hour support it.
Creative director at O&M CT, Jacques Massardo, says, “This year we decided to take a different approach to Earth Hour. It seems people know about Earth Hour and what it stands for, but lack real motivation to participate. Therefore, instead of Earth Hour feeling like a bit of a chore when we all sit in the dark without being able to do much, we wanted to make it more of a calendar event.