Piece #1

  • WWF Earth Hour Case Study Film


Piece #1 - WWF Earth Hour Case Study Film


Company:
BBH China
Award:
AME Silver Medallion
Brand:
WWF China
Title:
The Digital Earth Hour – Reaching millions of people in 1 hour
Country:
CHINA
Competition:
use of medium
Category:
events

Talent Credits

  1. Johnny Tan - Executive Creative Director
  2. Darius Karbassioun - Head of Engagement Planning
  3. Jonathan Koh - Engagement Planner
  4. Finnian O'Neill - Head Of Account Management
  5. Yinbo Ma - Creative Director
  6. Aaron Koh - Art Director
  7. Michelle Wu - Copywriter
  8. Jane Chen - Account Manager
  9. Carol Ong - Associate Creative Director
  10. Zizi Shi - Art Director
  11. Yilin Lim - Digital Producer

Campaign Summary

Every year Earth Hour encourages people to turn off their non-essential lights for one hour to raise for climate change. In China, awareness of this Movement is low. Events have been hosted in the past but without the success that the issue deserves. This is due to a sense of apathy towards environmental issues in China. We needed to find a way of reframing the Movement in a way that would be relevant to a Chinese audience. In China, whilst people may not be overly concerned with Environmental Issues, one area they are massively interested in, and spend a lot of time on, is the digital space, particularly social media. This presented a great opportunity – repackage Earth Hour as a virtual event that would create impact and engagement, and do it in a way that doesn't give people a choice in terms of participation. We created the Digital Earth Hour.



ORDER A DUPLICATE AWARD FOR THIS ITEM

 

© 2014 AME Awards®. All Rights Reserved