Earth Hour. Crappy Music

CHALLENGE:
In 2009, WWF Earth Hour aimed to reach one billion people across 75 different countries, making it the worlds largest mass participation event ever.

But what about the Spanish people who didnt care or just forgot about it?

STRATEGY:
Talk to all those people who are not participating, in the precise place and moment when they should be: between 8:30-9:30pm when they're using an appliance: their radio.

IDEA:
Make them turn off the radio, at any cost.

We convince Radio Círculo de Bellas Artes, one of Spains most respectable and sophisticated radio stations, to let us programme awful, intolerable crappy music during the hour of Earth Hour.

Category:

Nonprofits & Activism

Tags:

• earth
• hour
• leo
• burnett
• vitruvio
• francisco
• pancho
• cassis
• cannes
• awards
• festival
• publicidad
• advertising
• 2009
• radio
• sergio
• lobo